인문·사회과학편 : 소비자와 스포츠 센터 간의 친밀감 그리고 재구매 행동 = The Effect of Consumer’s Intimacy with Sports Center on Repurchase Behavior

다국어 초록 (Multilingual Abstract)

The major inquiry of this study is to identify and understand the relationship between consumer and sports center, especially focused on the concept of intimacy. Specifically, this study is investigating what factors are influencing consumer-sports center intimacy and how this intimacy influences repurchase behavior. Our sample consisted of 307 female consumers who are taking swimming lesson at sports centers located in Seoul. The findings indicate that 1) satisfaction of service in sports center contributes to consumer-sports center intimacy, 2) consumer- instructor intimacy is linked with consumer-sports center intimacy, and 3) building consumer-sports center intimacy has an direct impact on intention of repurchase. The result illustrates the existence of relationship between consumer and sports center could increase intention of repurchase. Therefor, it could be suggested that building the consumer-sports center intimacy would be critical for marketing success of sports center.

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