초록 close

본 연구는 주관적 규범과 불평행동 의도의 관계에 태도의 매개 효과들을 파악하는데 목적을 두었다. 연구목적을 달성하기 위하여 불평행동 의도, 태도, 주관적 규범과 지각된 행동 통제에 관한 설문을 조사하여 분석하였다. 분석결과는 다음과 같다.조사대상자들의 인구통계학적 특징별 주관적


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.