Culinary science and hospitality research (한국조리학회지)
- Volume 13 Issue 2
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- Pages.12-21
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- 2007
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
Mediating Effect of the Attitude on the Relationship between Subjective Norms and Voice Intention
주관적 규범과 불평행동 의도의 관계에 미치는 태도의 매개 효과
- Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
- Pyo, Gil-Taek (Dept. of Cooking Science, Sunchon National University)
- Published : 2007.06.30
Abstract
The purpose of this study was to examine the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses, the effect of subjective norms on attitude, and the mediating effect of attitude on the relationships between subjective norms and customers' intention to engage in voice of dissatisfaction responses. The simple regression analysis is used in order to estimate the effects of subjective norms on customers' intention to engage in voice of dissatisfaction responses and attitude. The mediated regression analysis is used in order to estimate the mediating role of attitude of the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of perceived behavioral control did significantly improve the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analysis indicated that the influence of subjective norms was mediated by mediator. In the contests of voice behavior, the effect of subjective norms on intention was mediated by attitude.
Keywords
- attitude;
- subjective norm;
- dissatisfaction responses;
- mediated regression analysis;
- voice intention;
- mediating effect