골프관람객의 계획된 행동이 몰입경험을 통해 행동지속성에 미치는 영향

Abstract

The purpose of the current study was to investigate the influence of planned behavior of golf spectators on behavioral persistency through flow experience regarding to Ajzen(1991)’s planned behavior theory and Csikzentmihalyi(1975)’s flow experience theory. Furthermore, it was to examine the mediating role of flow experience between planned behavior of golf spectators and behavioral persistency. For the purpose, 500 data were collected from on-line site named OnSol Communication (http//www.onsolutions.co.kr/) which holds 320,000 charged panels. By using purposive sampling from who have experience in spectating a golf event, the data were collected from November 1st, 2012 to 30th for a month. The results are as follows. First, planned behavior of golf spectators had positive effects on flow experience. Second, flow experience of golf spectators had positive effects on behavioral persistency. Third, planned behavior of golf spectators had positive effects on behavioral persistency. Fourth, flow experience was fully mediating in the relationship between planned behavior of golf spectators and behavioral persistency. Discussion of these results and recommendations for future research were also offered.