The Effects of Wedding Event Consumer's Consumption Value and Consumption Propensity Related to Wedding Event Selection Attributes on Behavior Intention

Abstract

Purpose - The purpose of this study is to empirically verify the effect of the consumption value and propensity of wedding event consumers between wedding event selection attributes of wedding event selection and the degree of behavior intention. Design, data, and methodology -This study was conducted on prospective wedding event consumers in 2017. With 376 effective samples, the analysis of demographics, factors, reliability, and multiple regression was performed with SPSS 21.0. There was a significant impact relationship between the value of consumption, propensity for consumption, selection attribute, and degree of behavior intention among wedding event consumers. Result - The results of this study show that it is important to develop ideal attractions to capture wedding event consumers with diverse needs and develop existing ones and move on to trends through changes within them. Conclusions -The results of this study are hoped that various wedding event strategies will be developed by wedding event consumers and that research on them will continue.