Examining the Relationships among Perceived Risk, Expectancy-Disconfirmation, Emotion, Satisfaction, and Behavioral Intention: The Case of Visit Experience in a Festival (지각된 위험, 기대-불일치, 감정, 만족도, 그리고 행동의도 간 영향관계 검증 - 축제 방문 경험을 중심으로 -)

Seolmin Yoon (윤설민); Lee Choong-Ki (이충기)

Examining the Relationships among Perceived Risk, Expectancy-Disconfirmation, Emotion, Satisfaction, and Behavioral Intention: The Case of Visit Experience in a Festival

Journal of Tourism Sciences
Abbr : JTS
2014, 38(10), pp.153-174
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Seolmin Yoon ¹, Lee Choong-Ki ²

¹우송대학교
²경희대학교

Accredited

ABSTRACT

The purpose of this paper is to examine the effect of perceived risk and expectancy-disconfirmation on emotion, satisfaction, and behavioral intention. To this end, onsite survey was conducted for visitors to the Seoul Lantern Festival. The results of structural equation modeling indicate that perceived risk, expectancy, and disconfirmation had an effect on positive emotion and negative emotion which in turn, influenced satisfaction. Also, disconfirmation appeared to have an effect on satisfaction. Perceived risk was also found to be related to behavioral intention. Expectancy was an important variable when explaining positive emotion, while perceived risk and disconfirmation were important variables when explaining negative emotion. Furthermore, satisfaction was strongly influenced by positive emotion as compared to negative emotion and disconfirmation. The impact of satisfaction was also stronger than perceived risk when explaining behavioral intention. The findings suggest that expectancy can play an important role in strengthening positive relationship between visitor and their festival experience.

KEYWORDS

Perceived risk, Expectancy-disconfirmation, Emotion, Satisfaction, Behavioral intention

Citation status

* References for papers published after 2023 are currently being built.

[journal] 권혁인 / 2011 / Analysis on the Relation between Audience Expectation and Outcomes in Performing Arts / 한국콘텐츠학회 논문지 / 한국콘텐츠학회 11(2) : 287~302

[journal] 김광지 / 2012 / Disconfirmation of Expectations and Satisfaction with a Restaurant:Focused on the Moderating Role of the Amount of Information about Food Offer / 관광학연구 / 한국관광학회 36(3) : 149~170

[confproc] 김연선 / 2008 / 맥주전문 레스토랑 선택속성의 기대불일치(GAP)모델이 고객선택행동에 미치는 영향 / 대한관광경영학회 학술연구발표 논문집 : 779~789

[journal] 김영우 / 2005 / A study on the Effects of Perceived Risk and Travel Motivation in Travel Typology Choice: A Multinomial Logit Model Approach / 관광학연구 / 한국관광학회 29(3) : 291~313

[thesis] 김주연 / 2007 / 레스토랑의 물리적 환경과 인적 서비스가 고객의 감정적 반응 및 행동의도에 미치는 영향 / 박사 / 경희대학교 대학원

[journal] 김지희 / 2011 / Investigating influence of cognitive and affective constructs, based on the experience in theme park / 고객만족경영연구 / 한국고객만족경영학회 13(3) : 65~84

[journal] 박재욱 / 2013 / Impact of Service Quality on Expectation-Disorder and Continuous Behavior in Japanese Restaurant / 호텔관광연구 / 한국호텔관광학회 15(4) : 227~244

[thesis] 박지연 / 2013 / 온라인 구전정보에 대한 기대감과 성과지각에 따른 수신자 반응 차이에 관한 연구 / 박사 / 부산대학교

[journal] 서정아 / 2013 / A Study on the Influence of Negative Emotion and Behavior Intention in Airline FFPs’Service Failure / 한국항공경영학회지 / 한국항공경영학회 11(4) : 55~73

[web] 서울빛초롱축제 / 2014 / 서울빛초롱축제 홈페이지 / http://seoullantern.visitseoul.net

[journal] 유현정 / 2010 / Consumer Satisfaction Model for Cyber Learning: Focused on Expectation-disconfirmation Paradigm / 한국생활과학회지 / 한국생활과학회 19(2) : 295~310

[journal] 윤설민 / 2014 / An Analysis for Structural Effect Relationship between Perception and Behavioral Intention of Tourists toward No-Show / 관광학연구 / 한국관광학회 38(6) : 103~126

[journal] 윤설민 / 2010 / A Study for the Effect Relationship about Overseas Trip Intention of Local by Using Theory of Planned Behavior(TPB): Focusing on the Additional Role of Prior Knowledge and Perceived Risk / 호텔경영학연구 / 한국호텔외식관광경영학회 19(6) : 289~307

[journal] 윤설민 / 2012 / Analysis of the Structural Relationships among Image, Perceived Value, Satisfaction, and Behavioral Intention of Cheonggyecheon Stream / 관광연구저널 / 한국관광연구학회 26(1) : 41~57

[journal] 윤설민 / 2013 / A Study on the Effect of Interactivity between Festival Program and Tourist on Playfulness, Satisfaction and Behavioral Intention: Hwacheon Sancheoneo Ice Festival / 관광연구저널 / 한국관광연구학회 27(2) : 25~42

[journal] 이나래 / 2010 / The Impact of Physical Environment of Korean-Style Dessert Cafe on the Customer Satisfaction and Behavior Intention Through Emotional Reaction / 관광학연구 / 한국관광학회 34(7) : 233~256

[journal] 이려정 / 2013 / A Structural Relations between the Servicescape, Perceived Risk, Emotions, and Revisit Intentions of Theme Parks / 관광레저연구 / (사)한국관광레저학회 25(5) : 147~167

[journal] 이려정 / 2012 / The Effect of Service Providers' Communication on Customer's Emotions and Satisfaction : Focused on Ethnic Restaurants / 호텔경영학연구 / 한국호텔외식관광경영학회 21(6) : 145~162

[journal] 이정자 / 2007 / The Influence of Perceived Risk on Overall satisfaction and Loyalty : Focused on the customers at family restaurant in Seoul / 관광학연구 / 한국관광학회 31(2) : 205~222

[book] 이학식 / 2013 / 소비자 행동 마케팅전략적 접근 / 법문사

[journal] 임명재 / 2010 / From Tourism Event The Perceived Risk Affects in Attitudes and Visit Intentions / Crisisonomy / 위기관리 이론과 실천 6(3) : 132~143

[journal] 하동현 / 2008 / Lodging Risk Perceptions: Effects on Guests' Emotions, Satisfaction and Customer Loyalty / 관광연구 / 대한관광경영학회 23(3) : 337~355

[journal] 하환호 / 2011 / The Effects of Positive Cognitive Bias, Perceived Risk, and Anticipated Regret on Purchase Deferral Intention / 대한경영학회지 / 대한경영학회 24(6) : 3633~3653

[other] 한국일보 / 2014 / ‘모방 논란’ 서울등축제, 서울빛초롱축제로 이름 바꿔 내달 7일개막

[book] Allen, J. / 2005 / Festival And Special Event Management / John Wiley & Sons

[journal] Berry, L. l. / 2002 / Managing the total customer experience / MIT Sloan Management Review 43(3) : 85~89

[journal] Bigné, J. E. / 2005 / The theme park experience : An analysis of pleasure, arousal and satisfaction / Tourism Management 26(6) : 833~844

[journal] Bigné, J. E. / 2008 / The impact of experiential consumption cognitions on behavioral intentions / Journal of Services Marketing 22(4) : 303~315

[journal] Bohlmann. J. D. / 2001 / Household preference revisions and decision making : The role of disconfirmation / International Journal of Research in Marketing 18(4) : 319~339

[journal] Boo, S. / 2010 / Risk perception of mega-events / Journal of Sport & Tourism 15(2) : 139~161

[journal] Boulding, W. / 1993 / A dynamic process model of service quality : From expectations to behavioral intentions / Journal of Marketing Research 30(1) : 7~27

[book] Broekhuizen, T. L. / 2004 / A Conceptual Model of Channel Choice: Measuring Online And Offline Shopping Value Perceptions / University of Groningen

[journal] Caro, L. M. / 2007 / Cognitive-affective model of consumer satisfaction : An exploratory study within the framework of a sporting event / Journal of Business Research 60(2) : 108~114

[journal] Chiu, C. M. / 2005 / Usability, quality, value and e-learning continuance decisions / Computers & Education 45(4) : 399~416

[journal] Choi, J. / 2013 / The effects of consumers’ perceived risk and benefit on attitude and behavioral intention : A study of street food / Journal of Travel & Tourism Marketing 30(3) : 222~237

[book] Crouch, G. / 2004 / Consumer Psychology of Tourism, Hospitality And Leisure / CABI Publishing

[journal] Cunningham, L. F. / 2005 / Perceived risk and the consumer buying process : Internet airline reservations / International Journal of Service Industry Management 26(4) : 357~372

[book] Decrop, A. / 1999 / Consumer Behavior In Travel And Tourism / Haworth : 103~133

[journal] del Bosque, I. R. / 2008 / Tourist satisfaction a cognitive-affective model / Annals of Tourism Research 35(2) : 551~573

[journal] Dolnicar, S. / 2005 / Understanding barriers to leisure travel : Tourist fears as a marketing basis / Journal of Vacation Marketing 11(3) : 197~208

[journal] Fornell, C. / 1981 / Evaluating structural equation models with unobservable variables and measurement error / Journal of Marketing Research 18(1) : 39~50

[book] Getz, D. / 1997 / Event Management And Event Tourism / Cognizant Communications Corporation

[journal] Han, H. / 2009 / Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process / International Journal of Hospitality Management 28(4) : 519~528

[journal] Hanzaee, K. H. / 2011 / Investigation of the effect of consumption emotions on satisfaction and word of mouth communications / Middle-East Journal of Scientific Research 9(5) : 566~571

[journal] Hsieh, C. C. / 2010 / Assessing blog-user satisfaction using the expectation and disconfirmation approach / Computers in Human Behavior 26(6) : 1434~1444

[journal] Hui, T. K. / 2007 / Tourists’ satisfaction recommendation and revisiting Singapore / Tourism Management 28(4) : 965~975

[journal] Kim, L. H. / 2009 / A study of perceived risk and risk reduction of purchasing air-tickets online / Journal of Travel &Tourism Marketing 26(3) : 203~224

[journal] Kim, Y. K. / 2011 / Customer satisfaction using low cost carriers / Tourism Management 32(2) : 235~243

[journal] Lee, C. K. / 2007 / Investigating the relationships among perceived value, satisfaction, and recommendations : The case of the Korean DMZ / Tourism Management 28(1) : 204~214

[journal] Lee, J. S. / 2010 / Understanding how consumers view green hotels : How a hotel’s green image can influence behavioural intentions / Journal of Sustainable Tourism 18(7) : 901~914

[journal] Lee, Y. K. / 2008 / Festivalscapes and patrons’ emotions, satisfaction, and loyalty / Journal of Business Research 61(1) : 56~64

[journal] Mano, H. / 1993 / Assessing the dimensionality and structure of the consumption experience : Evaluation, feeling and satisfaction / Journal of Consumer Research 20(3) : 451~466

[journal] Martínez, L. / 2007 / Cognitive-affective model of consumer satisfaction : An exploratory study within the framework of a sporting event / Journal of Business Research 60(2) : 108~114

[journal] Oliver, R. L. / 1980 / A cognitive model of the antecedents and consequences of satisfaction decisions / Journal of Marketing Research 17(4) : 460~469

[journal] Oliver, R. L. / 1993 / Cognitive, affective and attribute bases of the satisfaction response / Journal of Consumer Research 20(3) : 418~430

[book] Oliver, R. L. / 1997 / Satisfaction : A Behavioral Perspective On The Consumer / Mcgraw-Hill Companies, Inc

[journal] Oliver, R. L. / 1999 / Whence consumer loyalty / Journal of Marketing 63(5) : 33~45

[journal] Oliver, R. L. / 1988 / Response determinants in satisfaction judgements / Journal of Consumer Research 14(4) : 460~469

[journal] Phillips, D. M. / 2002 / The role of consumption emotions in the satisfaction response / Journal of Consumer Psychology 12(3) : 243~252

[journal] Reisinger, Y. / 2005 / Travel anxiety and intentions to travel internationally : Implications of travel risk perception / Journal of Travel Research 43(3) : 212~225

[journal] Rufín, R. / 2012 / Adjusted expectations, satisfaction and loyalty development in the case of services / The Service Industries Journal 32(14) : 2185~2202

[journal] Ryu, K. / 2008 / Influence of restaurants’ physical environments on emotion and behavioral intention / The Service Industries Journal 28(8) : 1151~1165

[journal] Santos, J. / 2003 / A theoretical exploration and model of consumer expectations, post-purchase affective states and affective behaviour / Journal of Consumer Behaviour 3(2) : 142~156

[journal] Steenkamp, J. / 1991 / The use of LISREL in validating marketing constructs / International Journal of Research in Marketing 8(4) : 283~299

[journal] Szymanski, D. M. / 2001 / Customer satisfaction : A meta-analysis of the empirical evidence / Journal of Academy of Marketing Science 29(1) : 16~35

[journal] Um, S. / 2006 / Antecedents of revisit intention / Annals of Tourism Research 33(4) : 1141~1158

[journal] Van Dolen, W. / 2004 / An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction / Journal of Business Research 57(4) : 437~444

[book] Westbrook, R. A. / 1986 / The conceptualization and measurement of consumer satisfaction: A literature review / University of Arizona

[journal] Williams, A. / 2006 / Tourism and hospitality marketing : Fantasy, feeling and fun / International Journal of Contemporary Hospitality Management 18(6) : 482~495

[journal] Wirtz, J. / 1999 / Consumer satisfaction with services : Integrating the environment perspective in services marketing into the traditional disconfirmation paradigm / Journal of Business Research 44(1) : 55~66

[journal] Yuan, Y. H. / 2008 / Relationships among experiential marketing, experiential value, and customer satisfaction / Journal of Hospitality & Tourism Research 32(3) : 387~410

[journal] Yüksel, A. / 2007 / Shopping risk perceptions : Effects on tourists’emotions, satisfaction and expressed loyalty intentions / Tourism Management 28(3) : 703~713

[book] Zeithaml, V. A. / 2003 / Service Marketing : Integrating Customer Focus Across The Firm / McGraw-Hill

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7