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The Effect of Behavior Attitude and Subjective Norms on Behavior Intention in Food Festival

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2019, 24(4), pp.177-183
  • DOI : 10.9708/jksci.2019.24.04.177
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : March 13, 2019
  • Accepted : April 4, 2019
  • Published : April 30, 2019

Mi-Jung Bok 1 Park Na Eun 2

1광주여자대학교
2성균관대학교

Accredited

ABSTRACT

The purpose of this study is to analyze the effect of behavior attitude and subjective norm on food festival behavior intention of married women living in Ulsan area. The data were analyed with PASW 18.0 using reliability analysis, frequency analysis, paired T-test, T-test, correlation analysis, one-way ANOVA and multiple regression analysis. The results were as follows. First, First, married women had a slightly higher passive behavior intention than aggressive behavior intentions on food festivals. Second, the more the experience of past food festivals, the higher the economic level, the higher the housewife 's housewives, the higher the food festival behavior intention. Third, the behavioral intention of food festival increased with higher behavioral attitude and subjective norms. Fourth, subjective norms were the most influential variable for the behavioral intention of married women. Next, the behavior attitude for food festival was found.

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