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수상레저스포츠 시설의 SNS 마케팅활동, 고객만족도 및 행동의도의 인과관계Causal relationship between social media marketing activities, customer satisfaction, and behavioral intention of water leisure sports facilities

Other Titles
Causal relationship between social media marketing activities, customer satisfaction, and behavioral intention of water leisure sports facilities
Authors
김민아이상일유현순황인선
Issue Date
Jun-2021
Publisher
한국체육과학회
Keywords
water leisure sports facilities; SNS marketing activities; consumer satisfaction; behavioral intention
Citation
한국체육과학회지, v.30, no.3, pp.515 - 529
Journal Title
한국체육과학회지
Volume
30
Number
3
Start Page
515
End Page
529
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146570
DOI
10.35159/kjss.2021.6.30.3.515
ISSN
1226-0258
Abstract
The purpose of this study is to investigate the causal relationship between SNS marketing activities of water leisure sports facilities and consumer satisfaction and behavioral intention. To achieve the purpose of this study, after viewing and visiting the social media marketing activities of water leisure sports facilities, selecting water leisure sports participants as a population, a convenient sampling method using one facility in Gyeonggi-do and three windsurfing sites in Seoul. The survey was conducted from July to the end of August 2020. A total of 280 questionnaires were collected, but data from 269 questionnaires were used for actual analysis, excluding 11 questionnaires that were judged to be unfaithful. 24.0 and LISREL Ver. 8.52 A statistical analysis program was used to perform frequency analysis, reliability analysis, confirmation factor analysis, correlation analysis, and structural equation model analysis. The results obtained through the above analysis are as follows. First, it was found that social media marketing activities of water leisure sports facilities had a partially significant effect on customer satisfaction. Second, it was found that customer satisfaction with water leisure sports facilities had a significant effect on behavioral intention. Finally, it was found that playfulness among the social media marketing activities of water leisure sports facilities had an indirect effect on behavioral intention.
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이과대학 (체육교육과)
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