라켓스포츠소비자의 구매행동에 관한 연구 = A Study of Customer Purchasing Behavior in Racquet Sports

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate customers purchasing behavior in racquet sports (table tennis, badminton, tennis and squash) based on their demographics including age, sex and occupation. This study also examined differences in purchasing motives, sources for the product information, a period of searching for the production information, main factors affecting purchasing behavior, and people influencing purchasing behavior. One hundred ninety-eight individuals who engaged in racquet sports voluntarily participated in this study.
The program of statistics process was used with SPSS 10.0. The statistical techniques used for analysis were reliability, frequency, and Chi-square. Statistical significance was accepted at an alpha level of p＜.05.
The major findings of this study were as follows:
1. There were statistical significance differences in consumers purchasing motives based on their age and occupation(p＜.05). The main purchasing motive for older respondents was to maintain or improve their health and fitness while younger consumers motive was to improve their sport skills. Respondents who were administrators and managers were more interested in learning sport skills than the other respondents.
2. There were statistical significance differences in consumers sources for the product information based on their gender(p＜.05) and occupation(p＜.01). Male respondents were more likely to receive the information from their club members and the expert while female respondents were more likely to get it from their family.
3. There were statistical significance differences in a period of searching for the production information based on their age(p＜.01) and occupation(p＜.001). Respondents who were administrators and managers spent much more time(8-13 days) than the other respondents (3 days or less).
4. There were statistical significance differences in main factors affecting purchasing behavior based on their age(p＜.05) and occupation(p＜.001). Older respondents were more likely to select the product based on its fee and facilities while younger respondents were more likely to view services as the most important factor.
5. There were statistical significance differences in people influencing on consumer purchasing behavior based on their gender(p＜.01) and occupation(p＜.001). Male respondents were more likely to be influenced by their friends and co-workers while female respondents were more likely to be affected by their spouse.
6. There were statistical significance differences in consumers willingness to recommend the product to others based on their gender(p＜.01) and occupation(p＜.001). Older respondents were more likely to recommend the product to the others than younger respondents.