생활체육 이벤트 참가자의 선택속성이 소비자 만족도 및 재구매 의도에 미치는 영향 = The Effects of Participants' Selection Attributes on Consumer Satisfaction and Repurchase Intention in Sport for All Event

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the effects of participants' selection attributes on customer satisfaction and repurchase intention in a sport for all event. In order to accomplish it, a survey methodology was applied with participants in a sport for all event that is held annually with approximately 60,000 participants from all around the country. A questionnaire was modified based on the previous research including Cho & Kim(2006) and Cho & Kim(2005). The questionnaire consisted of 5 sub factors for the selection attribute construct, such as facility, service, transportation, benefit and image factors of a hosting city. A total of 700 participants were surveyed and 690 questionnaires were analyzed after deleting incomplete ones. Both descriptive statistics and multiple regression analysis produced following results. First, selection attributes explained 36.6% variance in customer satisfaction of sport for all participants and influential factors on customer satisfaction included benefit, service, image and facility, in order. Second, selection attributes explained 39.9% variance in repurchase intention of sport for all event participants, and influential factors included benefit, service, facility and image factors, in order. Accordingly, event marketing strategies were provided on the findings of current study along with future research suggestions.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과
• Ⅳ. 논의 및 결론
• 참고문헌