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- 저자 : 나상현(Austin S. Na) (검색결과 2 건)
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스키리조트 워터파크에서의 개별적 체험간 관계가 리조트 재방문의도에 미치는 영향
나상현(Austin S. Na),박재환(Jae Whan Park) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.44
The purpose of this research was to investigate effect of a consumers satisfaction, revisit intentions and sensory, emotional and cognitive experience through the analysis of Structure Equation Model(SEM), focusing on the theoretical structure. The subjects of this research were customer in ski resort water park. Out of 250 samples, 237 samples through convenience sampling method, were used in the final analysis, excluding 13 less reliable sample. This data was processed by using SPSSWIN Ver.15.0 and AMOS 7.0, Individual hypothesis was verified after reviewing a model adequacy by data processing. The results were as follows; First, sensory experience had exerted a useful positive influence over emotional experience. Second, sensory experience had exerted a useful positive influence over cognitive experience. Third, emotional experience had exerted a useful positive influence over cognitive experience. Forth, sensory experience had exerted a useful positive influence over consumers satisfaction. Fifth, emotional experience had exerted a useful positive influence over consumers satisfaction. Sixth, cognitive experience had exerted a useful positive influence over consumers satisfaction. Seventh, consumers satisfaction had exerted a useful positive influence over revisit intentions.
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스포츠센터 소비자의 멘토링이 스포츠몰입과 소비자행동에 미치는 영향
김종래(Jong Rae Kim),나상현(Austin S. Na) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.45
The objective of this study was to explain the influence of mentoring for sports center participants on their sport commitment and consumer behavior. Data were collected using a survey via convenience sampling method, and multiple regression analysis was utilized to yield the following results. First, partial difference in sport commitment was found according to mentoring of sports center consumers. When sports center consumers perceived to experience mentoring in the dimensions of role model and friendship, they showed higher level sport commitment. Second, partial difference was found in consumer behavior according to the mentoring of sports center consumers. When sports center consumers perceived to experience mentoring in the dimensions of exposure, friendship, and counseling, they showed higher levels of intention to re-participate; and when they perceived to experience mentoring in counseling, acceptance, exposure, and guidance, they showed higher levels of intention to recommend. Third, partial difference was found in consumer behavior according to sport commitment of sports center consumers. The increase in the level of sport commitment paralleled that of the intention to recommend.
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