스포츠센터 이용자의 선택요인과 구매후평가 = Sports center user's selection factors and post-purchase evaluation

다국어 초록 (Multilingual Abstract)

This research is to offer the managers of a sports center a new perspective for sports marketing strategy by verifying what kind of factors most affect the sports Users and let them use those facilities through Using a demonstrative analysis.
For this purpose, this research for mulated a conceptual model by the related studies hitherto and has reached the suitable degree of this research model by using path analysis.
Based on the model, 1 presented a hypothesis that "material service(X1), human service(X2, X3), and systematic service(X4, X5), would affect the post-purchase evaluation(Y)," and verified it by the path analysis.
To verity the hypothesis mentioned above, I made a pilot study on the 100 users of "K" sports facilities which are thought to be one of the best facilities in Taegu, and made the main research with 600 questionaire sheets distributed among the sports facility users in every zone of Taegu. The 432 effective answers carefully chosen among the returned materials were analyzed by PC 'SAS' and 'LISREL 8W' package. The result of this answers in Cronbach 'α=.7093~.9026.
Through this procedure and method, I gained the following results.
1) The study model is of great value, The independent variables including material service(fundamental facilities), human service (service of sports leaders and that of facility personnels) and systematic service(service by system-convenient accessibility to sports facilities) give a significant effect to the post-purchase evaluation. The value of each process is above the general standard, so all the hypothesis was adopted and the value of the model aptitude(GFI) is so high(0.93~0.96) that the model proved to be an excellent one.
2) The independent variables-fundamental facilities, services of sports leaders and facility personnels, the accessibility to facilities-make a remarkable effect on the subordinate variables in the study model of "the post-purchase evaluation".