지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this study is to clarify the cause and effects of perceived value, overall satisfaction and behavioral intentions. The questionnaires were distributed 500 copies. 400 copies were collected, the questionnaires used in the empirical analysis were 360 copies. Data were analyzed by frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, structural equation using SPSS software ver. 17.0 and Amos 18.0. The results of the research's empirical analyses are as follows: Hypothesis one, the causality between the perceived value and overall satisfaction is rejected because the path coefficient is -.178, C.R. is -2.685 and p value is .007. In other words, the perceived value does not affect overall satisfaction positively but negatively. This result was different to that of previous studies such as Jeon(2010), Oh(1999) and Murry & Howat(2002). Hypothesis two, the causality between the overall satisfaction and behavioral intention is rejected because the path coefficient is -.035, C.R. is -.742 and p value is .458. This result shows that overall satisfaction do not necessarily affect behavioral intention positively. Hypothesis three, the causality between the perceived value and behavioral intention, is accepted because the path coefficient is .747, C.R. is 11.582 and p value is .000.
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