Title Page
Abstract
Contents
Ⅰ. Introduction 14
1. Research Background 14
2. Problem Statement 19
3. Research Necessity and Objectives 21
4. Research Methodology and Flowchart 24
Ⅱ. Literature Review 27
1. Bed and Breakfast (B&B) 27
1) Development of B&B Industry 27
2) Research Development of B&B Industry 28
2. Image Congruity Theory 30
1) Self-congruity 32
2) Functional congruity 36
3) Related Research Development 38
3. Perceived Value 44
4. Attitude 49
5. Loyalty 52
Ⅲ. Methodology 56
1. Research Model and Hypotheses Development 56
1) Research Model 56
2) Hypotheses Development 57
2. Constructs of Questionnaire 62
1) Questionnaire Design 62
2) Measurement Items 63
3. Pilot Test 69
4. Data Collection and Analysis 73
Ⅳ. Results 76
1. Descriptive Statistics of Sample 76
2. Measurement model 82
3. Structural model 89
4. Moderating Effect of Customers' Age 92
Ⅴ. Summary of the Study 101
1. Conclusions 101
2. Research Implications 105
1) Theoretical Implications 105
2) Managerial Implications 107
3. Limitations & Suggestions for Future Research Development 112
References 115
초록 141
Appendix A 144
〈Table Ⅱ-1〉 Definition Development of Self-Congruity 34
〈Table Ⅱ-2〉 Definitions of Different Dimensions of Self-Congruity 36
〈Table Ⅱ-3〉 Definition Development of Functional Congruity 38
〈Table Ⅱ-4〉 Research Regarding Image Congruity Theory 40
〈Table Ⅱ-5〉 Relative Previous Literature of Definition Formation of Perceived Value. 45
〈Table Ⅱ-6〉 Relative Previous Literature of Definition Formation of Hedonic Value and Utilitarian Value 48
〈Table Ⅱ-7〉 Relative Previous Literature of Definition Formation of Attitude 50
〈Table Ⅱ-8〉 Relative Previous Literature of Definition Formation of Loyalty 54
〈Table Ⅲ-1〉 Summary of Research Hypotheses 61
〈Table Ⅲ-2〉 Constructs and Measurement Items of Self-Image Congruity 65
〈Table Ⅲ-3〉 Constructs and Measurement Items of Perceived Value 66
〈Table Ⅲ-4〉 Constructs and Measurement Items of Attitude and Loyalty. 68
〈Table Ⅲ-5〉 Demographic Profile of B&B Visitors ((Pilot Test, n=63) 69
〈Table Ⅲ-6〉 Reliability and Validity of Latent Constructs (Pilot Test, n=63) 71
〈Table Ⅲ-7〉 Comparison of Previous and Revised Questionnaire 73
〈Table Ⅲ-8〉 Summary of Sample Design 75
〈Table Ⅳ-1〉 Demographic Profile of B&B Visitors (n=609) 76
〈Table Ⅳ-2〉 Profile for Choosing B&B Property (n=609) 79
〈Table Ⅳ-3〉 Measurement Model Fit Results 83
〈Table Ⅳ-4〉 Measurement Model Results 85
〈Table Ⅳ-5〉 Discriminant Validity Result (Cross loading) 86
〈Table Ⅳ-6〉 Discriminant Validity Result (Fornell-Larcker Criterion) 88
〈Table Ⅳ-7〉 Discriminant Validity Result (HTMT) 88
〈Table Ⅳ-8〉 Summary of Hypotheses Testing Results (n=609) 90
〈Table Ⅳ-9〉 Results of MICOM (Age group) 94
〈Table Ⅳ-10〉 Summary of Moderating Effect (Age) Research Hypotheses 98
〈Table Ⅳ-11〉 Results of Multigroup Analysis (PLS-MGA) Comparison Test 100
〈Table Ⅴ-1〉 Summary of Hypotheses Testing Results (n=609) 103
〈Figure Ⅰ-1〉 Research Flowchart 26
〈Figure Ⅱ-1〉 Theoretical Framework of Image Congruity 31
〈Figure Ⅲ-1〉 Proposed Research Model 57
〈Figure Ⅳ-1〉 Distribution of Other Provinces or Areas of B&Bs 81
〈Figure Ⅳ-2〉 Figure Results of PLS Analysis 91
〈Figure Ⅳ-3〉 Demonstration of Moderating Effect of Age 97