애플리케이션을 활용한 여가 프로그램 이용의도 분석: 계획행동이론에 기반한 접근

초록

This study applied the Theory of Planned Behavior (TPB) to identify the factors influencing individuals’ intentions to use leisure activity programs delivered through applications. Data were collected from 249 adults with prior experience using application-based leisure activity programs via an online survey conducted in March 2025. The results indicated that attitude, subjective norm, and perceived behavioral control significantly predicted intention to use within the TPB framework, with subjective norm exerting the strongest effect. These findings suggest that participation in application-based leisure programs is highly contingent on perceived social expectations.

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