프로골프대회 관람자의 확장된 계획행동과 관람의도 간에 성별과 핸디캡의 다집단 조절효과 연구

초록

The purpose of this study was to identify the study of multiplegroup moderated effect between the extend planned behavior on viewing behavior of the spectator of professional golf competition. The subjects of this study were 361 spectator of professional golf competition by using SPSS 21.0 and AMOS 21.0 programs. To perform this empirical study, the data for the present study were collected from one firms through questionnaire and all measures were self-administred by respondents. To analyze this data, reliability test and factor analysis was employed to test the reliability and validity, and structural equation model analysis was used to identify the multiplegroup moderated effect between the extend planned behavior on viewing behavior of the spectator of professional golf competition. The results were summarized as follow. First, it was showed that planned behavior has a significant positive influence on viewing intention partially. Second, it was showed moderated effect that subjective norm and perceived contro have a significant influence on viewing intention.

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