스포츠 마사지샵의 이용동기 및 서비스요인이 구매행동에 미치는 영향 (The Effects of Motivation to Use a Sports Massage Shop and Service Factors on Purchase Behavior)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 34호 / 367 ~ 374페이지
· 저자명 : 박태성, 김장환, 최명수, 엄대영

초록

The purpose of this study is to examine sports massage shop users' general characteristics(gender, age, marital status, educational background, income, occupation, massage-using type) and specific motivation factors(social contact, health, psychological pleasure) and determine changes in behavior after purchase by service factors of a sports massage shop(indoor environment, incidental facilities, convenience, human relations, managers' competence, programs and fees).
This study selected a population of 20 customers using one of 13 sports massage shops in Daegu and North Gyeongsang Province as of 2008, with empirical analysis performed on a total of 254 questionnaires (97.7%) by using random sampling and a self-administration method.
Cronbach's α was estimated to test reliability and exploratory factor analysis was carried out to test construct validity. For data processing, SPSS WIN 15.0, which is a social research analysis program, was used to draw results according to the goal of data analysis.
From the purpose and methods of research, the following conclusions could be drawn：
Customers of a sports massage shop were principally in their forties or above and engaged in professional or office works；they were most frequently motivated to use a sports massage shop by heath concerns, followed by social factors；managers' competence or program and fee factors had great effects on purchase and post-purchase behavior.

영어초록

The purpose of this study is to examine sports massage shop users' general characteristics(gender, age, marital status, educational background, income, occupation, massage-using type) and specific motivation factors(social contact, health, psychological pleasure) and determine changes in behavior after purchase by service factors of a sports massage shop(indoor environment, incidental facilities, convenience, human relations, managers' competence, programs and fees).
This study selected a population of 20 customers using one of 13 sports massage shops in Daegu and North Gyeongsang Province as of 2008, with empirical analysis performed on a total of 254 questionnaires (97.7%) by using random sampling and a self-administration method.
Cronbach's α was estimated to test reliability and exploratory factor analysis was carried out to test construct validity. For data processing, SPSS WIN 15.0, which is a social research analysis program, was used to draw results according to the goal of data analysis.
From the purpose and methods of research, the following conclusions could be drawn：
Customers of a sports massage shop were principally in their forties or above and engaged in professional or office works；they were most frequently motivated to use a sports massage shop by heath concerns, followed by social factors；managers' competence or program and fee factors had great effects on purchase and post-purchase behavior.

참고자료

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