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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.3
- 수록면
- 307 - 318 (12page)
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초록· 키워드
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This study tries to analyse and compare the predictive validity of two measurement methods of self congruity(direct vs. indirect) in order to find out the better way of conducting congruity study in the field of hospitality industry. To achieve this goal, a field survey measuring self congruity level by using both direct and indirect methods was carried out targeting college students. The findings of the study revealed that self congruity, measured by indirect method was not found to have a significant influence on behavior intension while self congruity, measured by direct method was found to have a significant influence on customers` behavior intension. The results demonstrated the predictive validity of direct measure over and beyond indirect measure. The findings of this study did confirm the assertions made by Sirgy, et al.(1997) that a direct measure has better predictiveness than traditional indirect measure.
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UCI(KEPA) : I410-ECN-0101-2018-326-002148058