[논문]여가 관여도, 체험의 질이 행동의도에 미치는 영향에 관한 연구

박근수; 조리; 김선영

doi:10.5392/jkca.2018.18.10.644

여가 관여도, 체험의 질이 행동의도에 미치는 영향에 관한 연구
Examining the Influence of Leisure Involvement and Experience Quality on Behavioral Intentions 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.18 no.10, 2018년, pp.644 - 656

박근수 (배재대학교 호텔여가서비스경영학과) , 조리 (배재대학교 여가서비스스포츠학과) , 김선영 (배재대학교 여가서비스스포츠학과)

초록
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이 논문은 중국 정주의 도시 공원을 중심으로 여가 관여도, 체험의 질 그리고 행동의도간의 관계를 연구하였다. 총 335개의 설문지를 8개의 정주의 도시공원에서 수집하였다. 조사에 참가한 335명의 주민을 대상으로 설문지를 수집하였고, 데이터 처리과정에서 부분 응답과 일관성 없는 (불일치) 39개의 설문지를 제거하여 분석목적으로 296개의 설문지를 코드화하였다. 연구 분석을 위해서 SPSS 24.0을 이용하였으며 기술분석, 빈도분석, 요인분석, 다중회귀 분석을 하였다. 연구 결과 주민들의 도시공원에서의 체험의 질은 여가 관여도의 자기 체험의 질보다 여가 관여도의 매력요인(유인요소)과 중심성 요인에 더 많은 영향을 받는 것으로 나타났다. 또한 체험의 질을 구성하는 모든 요인들이 도시공원에서 행동의도에 긍정적 영향을 유의미하게 미치는 것은 아니라는 점을 이 연구의 결과는 보여주고 있다. 교육의 질 요인, 심미요인, 회피체험 요인이 행동의도를 예측하는데 중요하다는 점이 연구결과 도출되었다. 반면, 오락 체험의 질은 행동의도와 유의미한 긍정적(+)인 관계를 나타내지 않았다. 도출된 연구결과를 바탕으로 몇 가지 중요한 연구시사점이 제안되었다.

Abstract ▼ AI-Helper

This study focused on relationships among leisure involvement, experience quality and behavioral intention in the urban parks. A total of 335 were collected, and during the data refinement process, 39 questionnaires were eliminated from the study due to partial and inconsistent responses. thus leading to 296 usable questionnaires out of 335. In the final result, 296 questionnaires were coded for the analysis purpose. The hypothesized conceptual model was used to analyze the Descriptive Analysis and Frequency Analysis, Exploratory Factor Analysis, and Multiple Regression Analysis using SPSS 24.0. The result indicated this: residents' experience quality in urban parks depends on more attraction and centrality of leisure involvement than on the self-experience quality of leisure involvement. The results of this study also indicate that not all experience dimensions are important for resulting in positive behavioral intentions to urban parks. The quality of education, esthetic, and escape experience showed a significant predictor of behavioral intentions, while the quality of entertainment experience did not show a significant positive relationship with behavioral intentions.

주제어

표/그림 (7)

그림 Fig. 1. The Hypothesized Conceptual Model
표 Table 1. Survey items
표 Table 2. Demographic characteristics of respondents (N=296)
표 Table 3. Exploratory Factor Analysis of leisure involvement
표 Table 4. Exploratory Factor Analysis of experience quality (4E)
표 Table 5. Forward regression model for residents’ leisure involvement and experience quality
표 Table 6. The Regression Analysis of residents’ experience quality and behavioral intentions

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문제 정의

Of the four stages of customer loyalty (cognitive, affective, conative, and action) developed by Oliver (1999), the third stage, conative loyalty, reflects behavioral intentions, and the final stage, action loyalty, refers to behavioral loyalty[42][44]. Therefore, this study measures behavioral intentions (attitudinal loyalty) to investigate loyalty among Zhengzhou urban residents when choosing the urban park for leisure.
The purpose of this survey is to understand the public involvement in urban parks, to measure the quality of public experience of the parks, to find out the impact of both on urban residents' leisure behavioral intentions. This study explores the quality of experience in the non-profit leisure environment, therefore, deepening urban leisure theory, and providing a theoretical reference for the construction of urban parks in the urban construction.
This study has demonstrated that experience quality has a significant positive effect on behavioral intentions. The result is consistent with previous studies[38][52].
This study is designed to measure Zhengzhou’s residents perceptions toward leisure involvement, experience quality, and behavioral intentions.
Moreover, exactly how the leisure involvement and experience quality affect behavior has seldom been examined. Thus, this study will contribute to the literature in this area.

제안 방법

The Validity Analysis of leisure involvement and experience quality is used to ensure two variables for factor analysis. After completion of the test, Factor Analysis was used to reduce the dimension of 29 variables of two variables and extract common factors. Then the factors are used to verify the reliability factor of Reliability test.
A total of 335 residents participated in the survey. If a field researcher noticed missing information in the questionnaire, the respondents were asked to supply the missing information immediately in order to minimize the number of incomplete surveys. Out of 369 questionnaires distributed, 335 were collected, representing a response rate of 90.
The 13 items of leisure involvement with an urban park was subjected to principle component factor analysis with ‘varimax’ rotation method, in order to maximize variances of the loading in a certain predetermined fashion.
The 16 items of the experience quality scale were subjected to exploratory factor analysis and applying the same empirical and substantive considerations in item trimming as for the experience quality scale. As demonstrated in [Table 4], the Kaiser-Meyer-Olkin (KMO) value was 0.
The purpose of this survey is to understand the public involvement in urban parks, to measure the quality of public experience of the parks, to find out the impact of both on urban residents' leisure behavioral intentions.
This paper attempts to examine the influence of leisure involvement and experience quality on the urban residents’ behavioral intentions in urban parks, and analyze the mediating of leisure involvement on behavioral intentions.
This study discusses the relationships between leisure involvement, experience quality and behavioral intentions of Zhengzhou city residents, and uses IBM SPSS 22 software to analyze the final effective data from the questionnaire survey. Descriptive analysis and Frequency Analysis are used to describe and analyze the demographic characteristics of the sample and the residents' evaluation level of each index.

대상 데이터

In order to effectively measure the experience quality of residents, this study chose 8 free urban parks in Zhengzhou, including People's Park, Zijingshan Park, Hongbaihua Park, Bishagang Park, Shade Park and Cultural Park, Wetland Park, Dongfengqu Riverfront Park, mainly concentrated in the rest area of the urban park. A total of 335 residents participated in the survey. If a field researcher noticed missing information in the questionnaire, the respondents were asked to supply the missing information immediately in order to minimize the number of incomplete surveys.
In order to effectively measure the experience quality of residents, this study chose 8 free urban parks in Zhengzhou, including People's Park, Zijingshan Park, Hongbaihua Park, Bishagang Park, Shade Park and Cultural Park, Wetland Park, Dongfengqu Riverfront Park, mainly concentrated in the rest area of the urban park.
The survey was conducted with residents from September 25 to October 5, 2017 during the Mid-Autumn Festival. In order to effectively measure the experience quality of residents, this study chose 8 free urban parks in Zhengzhou, including People's Park, Zijingshan Park, Hongbaihua Park, Bishagang Park, Shade Park and Cultural Park, Wetland Park, Dongfengqu Riverfront Park, mainly concentrated in the rest area of the urban park.

성능/효과

Experience quality was operationalized by 16 items on a 5-point Likert scale ranging from 1 for “strongly disagree” to 5 “strongly agree”.
In the regression analysis for experience quality and behavioral intentions, the results show that education, esthetic and escape have significant positive relationships with behavioral intentions for urban parks (R²=0.274), while the entertainment (p=0.434) have no relationship with behavioral intentions.
The result of this study revealed that among three independent variables, centrality is the most important in explaining the variance of experience quality (4E) as the highest t-value. However, the effect of "self-expression" on the experience quality of residents still needs to be further studied.
To determine the reliability for each factor, Cronbach’s alpha was adopted[69][70]. The results of reliability test indicate that the three factors all had meritorious internal consistency with a coefficient of 0.629, 0.680, and 0.857. Therefore, it supports the argument that these three factors to measure leisure involvement were reliable and had internal consistency of items on each factor or domain.

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