계획된 행동이론(TPB)을 적용한 SNS 이용경험에 따른 무용 활동 지속의도의 관계

Abstract

This study aims at verifying the relationship between each of the variables of the effects of attitudes, subjective norms, and perceived behavior control according to use experience such as contents in dancing related categories provided through SNSs on continuous SNS use intentions and intentions to continue dancing activities based on the Planned Theories of Protective Behaviors (TPB) model through path analysis. The data of this study was analyzed using the SPSS 21.0 program and the AMOS 21.0 program. an internal consistency (Cronbach's ) test and Confirmatory Factor α Analysis (CFA) were conducted to secure reliability and validity for its measurement model. Path analysis using AMOS 21.0 was conducted to concretely verify the directionality and goodness of fit of the Planned Theories of Protective Behaviors model established in this study. After verifying the direct and indirect effects of each path in the research model applying the Planned Theories of Protective Behaviors, it was shown that the attitudes of dance activity participants had statistically significant direct and indirect effects on continuous SNS use intentions and continuous SNS use intentions had direct effects on intentions to continue dancing activities. On the other hand, subjective norms excluding attitudes and perceived behavior control did not have any direct or indirect effects on continuous SNS use intentions and intentions to continue dancing activities.

This study aims at verifying the relationship between each of the variables of the effects of attitudes, subjective norms, and perceived behavior control according to use experience such as contents in dancing related categories provided through SNSs on continuous SNS use intentions and intentions to continue dancing activities based on the Planned Theories of Protective Behaviors (TPB) model through path analysis. The data of this study was analyzed using the SPSS 21.0 program and the AMOS 21.0 program. an internal consistency (Cronbach's ) test and Confirmatory Factor α Analysis (CFA) were conducted to secure reliability and validity for its measurement model. Path analysis using AMOS 21.0 was conducted to concretely verify the directionality and goodness of fit of the Planned Theories of Protective Behaviors model established in this study. After verifying the direct and indirect effects of each path in the research model applying the Planned Theories of Protective Behaviors, it was shown that the attitudes of dance activity participants had statistically significant direct and indirect effects on continuous SNS use intentions and continuous SNS use intentions had direct effects on intentions to continue dancing activities. On the other hand, subjective norms excluding attitudes and perceived behavior control did not have any direct or indirect effects on continuous SNS use intentions and intentions to continue dancing activities.