무용용품 브랜드 인지도와 이미지가 구매 후 행동에 미치는 영향

Abstract

This research analyzes dance students majoring in consumption, analyzing the effects of dance supplies brand awareness and image on the dance students majoring in consumption post-purchase behaviors. The purpose of this research is to provide basic data for the marketing of dance students to university dance companies. The subjects of this study were college students of dance major in Seoul(A, B, C, and D college). The sample data was gathered using non-probability sampling method. The participants were students from four different universities in Seoul area, with 500 in total, but with fourteen questionnaires omitted due to inadequate responses, only 486 questionnaires were actually used. The data was analyzed using SPSS Statistics (window Ver. 23.0) statistical Program and further tested using Cronbach's alpha, exploratory factor analysis, frequency analysis, group mean analysis and one-way ANOVA, correlation analysis, post-test, Scheffe's method was used first, Duncan's method was used second best. It was shown that brand awareness and image of dance supplies correlated with consumers postpurchase behaviors, indicating that brand awareness and image of dance supplies are important factors in determining consumers' purchasing behavior. Based on these results, it will be necessary to plan to promote brand awareness and brand image when establishing a marketing plan. In addition, it will be necessary to plan for improving brand image and satisfaction after purchasing so that consumers can easily access the product. In conclusion, it can be expected that the marketing strategy for revitalizing industry and strong brand building of dance supplies brand can be expected.