필라테스용품에 대한 지각된 가치가 만족, 브랜드 신뢰 및 전환의도에 미치는 영향

Abstract

The purpose of this study is to analyze the relationship between perceived value on satisfaction, brand trust, and conversion intention for Pilates product users, and to provide useful data for establishing marketing strategies and effective operation plans to meet the needs and desires of Pilates product users in the future. In order to secure basic data for the study, from May 10 to August 6, 2021, those members of the Pilates academies in Seoul who had experience purchasing Pilates supplies were selected as a population, and 180 samples were extracted using the convenience sampling method among non-probability sampling methods. As for the data used for the actual analysis, 143 questionnaire data were used for the actual analysis, excluding 37 questionnaires that were judged to be difficult to use, such as missing survey contents or double answers. The research results are as follows. First, it was found that the perceived value factor of pilates products had a positive(+) significant effect on customer satisfaction. Second, it was found that the perceived value factor of pilates products had a positive(+) significant effect on brand trust. Third, it was found that the perceived value factor of pilates products had a negative(-) significant effect on the conversion intention. Fourth, it was found that the customer satisfaction factor of Pilates products had a positive(+) effect on brand trust. Fifth, it was found that the customer satisfaction factor of Pilates products had a positive(+) effect on the conversion intention. Sixth, it was found that the brand trust factor for Pilates products did not significantly affect the conversion intention.