Correlation between the Characteristics of Taekwondo Organizations’ Use of SNS and Relationship Orientation

국문 초록 (Abstract)

이 연구는 태권도 기관의 SNS 활용특성과 관계지향성의 관계를 규명하는데 목적을 두고 실시하였다. 이와 같은 목적을 달성하기 위해 태권도 기관에서 제공하는 SNS를 가입하고 사용하고 있는 만 18세 이상 성인 총 392명의 설문자료 를 최종분석에 사용하였다. 설문은 SPSS 21.0 통계프로그램을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도 검증, 상관 관계분석, 다중회귀분석을 실시하여 다음과 같은 결론을 얻었다. 첫째, 태권도 기관의 SNS 활용특성과 관계지향성의 상관관계를 살펴본 결과 SNS 활용특성은 관계지향성 하위변인 모두와 정적인 상관관계가 있는 것으로 나타났다. 둘째, 태권도 기관의 SNS 활용특성과 재이용의도의 관계를 살펴본 결과 정보신뢰성과 상호작용성은 재이용의도에 정적인 영 향력을 미치는 것으로 나타났다. 셋째, 태권도 기관의 SNS 활용특성과 관계전환의도의 관계를 살펴본 결과 정보제공성, 정보신뢰성과 상호작용성은 관계전환의도에 정적인 영향력을 미치는 것으로 나타났다. 넷째, 태권도 기관의 SNS 활용특 성과 관계유지의도의 관계를 살펴본 결과 정보제공성, 정보신뢰성과 상호작용성은 관계유지의도에 정적인 영향력을 미 치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study was conducted to investigate the correlation between the characteristics of Taekwondo organizations' use of SNS and relationship orientation. To achieve this goal, the survey data of a total of 392 persons aged over 18, who join and use the SNS provided by Taekwondo organizations were used in the final analysis. The survey drew the following conclusions, conducting frequency analysis, exploratory factor analysis, verification of reliability, correlation analysis, and multiple regression analysis, using SPSS 21.0 statistical software. First, as a result of an examination of the correlation between the characteristics of Taekwondo organizations' use of SNS and relationship orientation, it turned out that the characteristics of the use of SNS had positive correlations with all sub-variables of relationship orientation. Second, as a result of an examination of the correlation between the characteristics of Taekwondo organizations' use of SNS and reuse intention, it turned out that information reliability and interactivity had positive impacts on reuse intention. Third, as a result of an examination of the correlation between the characteristics of Taekwondo organizations' use of SNS and relationship switching intention, it turned out that information offering, information reliability and interactivity had positive impacts on relationship switching intention. Fourth, as a result of an examination of the correlation between the characteristics of Taekwondo organizations' use of SNS and relationship retention intention, information offering, information reliability and interactivity had positive impacts on relationship retention intention.

목차 (Table of Contents)

• Abstract
• 요약
• Ⅰ. Introduction
• Ⅱ. Methods
• 1. Subjects
• 2. Survey tool
• 3. Validity and reliability
• 4. Statistical processing
• Ⅲ. Results
• 1. The correlation between the characteristics of Taekwondo organizations’ use of SNS and relationship orientation
• 2. The correlation between the characteristics of Taekwondo organizations' use of SNS and relationship orientation
• Ⅳ. Discussion
• Ⅴ. Conclusions
• Reference