Examining the Mass Media Influence and Social Influence on Potential Visitors’ Intention to Cardinal Stephen Kim Sou-Hwan’s Memorial Park: A Focus on the Mediating and Moderating Role of Involvement

Young A Park; 현용호

This study was to examine the social and mass media influence on potential visitors’ visit intention to the Cardinal Stephen Kim Sou-Hwan’s Memorial Park. Particularly, this study focused on the moderating and mediating effect of involvement on the relationship between the social/mass media influence and visit intention. Data were conveniently collected from 349 potential visitors at the DongDague and Seoul railroad stations on April and May of 2010. Results of regression analyses indicated that social influence had a greater effect on visit intention than mass media influence had. Results also showed that social influence had a greater effect on involvement than mass media influence had. In addition, it was proven that involvement had a pure mediating effect on the relationship between social influence and visit intention, while mass media influence had a direct and indirect impact on visit intention through involvement. Theoretical, managerial implications, and limitation of the study were also discussed.

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