레저스포츠 산업 속성 인식과 서비스 구매 의사결정 간 소비자 태도의 매개효과 분석

Abstract

This study is aimed at providing basic data necessary for promoting consumption of leisure sport service to companies and authorities in the industry through clarifying relationships among properties of leisure sport industry, consumer attitude and decision-making for service purchase and verifying mediating effect of consumer attitude. This study was conducted about adults aged 19 or older who can actively purchase leisure sport service, such as college students, office workers etc. A total of 405 questionnaires was used for the study. For the study, various methods, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, model suitability analysis, path analysis and mediating effect verification were adopted. Bootstrapping was applied to verifying mediating effects. Results of the study are as follows. First, awareness of economic properties has effects on consumers' decision to purchase service but awareness of cultural and social properties don’t have such effects. Second, awareness of cultural and social properties affects consumer attitude. Third, consumer attitude affects consumers' decision to purchase service. Fourth, consumer attitude connects awareness of leisure sport industry properties and consumers's decision-making toward service purchases.