Impact of Overall Image, Product Familiarity, Situational Involvement, Attitude toward the Product, and Word-of-mouth Intention toward Korea: The Moderating Effect of Subjective Knowledge

초록

The objective of this study is to analyze the relationships among overall image, product familiarity, situational involvement, attitude toward the product, and word-of-mouth intention toward Korea, all conducted with the moderating role of subjective knowledge taken into account. Using 339 surveys of prospective young travelers in Tanzania, the researchers built a theoretical model and continued to conduct empirical testing. The results of data analysis indicate that all of the following were confirmed or partially confirmed by the empirical testing: overall image, product familiarity, situational involvement, attitude toward the product, and word-of-mouth intention toward Korea, and the moderating effect of subjective knowledge.

키워드