ScholarWorks@숙명여자대학교

초록

The purpose of this research is to empirically investigate how sports website's perceived risk, trust, flow, and satisfaction effect each other and what relationship they have each other classified by general characteristics. To accomplish the purpose, we analyzed the analysis of frequency, factor analysis, one-way anova from 287 copies of questionnaire. The result is as follows. First, from perceived risk by gender, there was a meaningful difference between security and privacy, and emotion, continuity, normative which are factors of flow, and trust, and satisfaction. Specifically, as we look security and privacy from perceived risk, women were significantly higher than men. In factors of flow, men were higher than women in every factor about emotion, continuity, and normative. Even in trust and satisfaction, men were higher than women. Second, from perceived risk by duration about delivery service, there was a meaningful difference in trust and satisfaction of emotional, continual and normative factor of flow. Third, in factors of flow according to visiting count, 5-6days in a week was more frequent than once in a 2-3month and etc. In trust and satisfaction, there were more users who visit 5-6days, and 3-4days than users who visit once more than 3 month. Fourth, in factor of flow by time, more than 3 hours was higher than less than 1 hour in factor of emotion and continuity. Fifth, in factor of flow by number of purchase, more than 6 times was higher than none in normative factor. Also, more than 6 times was higher than none in trust and satisfaction.

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