스포츠토토 구매특성에 따른 구매만족과 태도비교 및 재구매 의사에 미치는 영향

초록

The purpose of this study is to define analysis of difference between purchasing characteristics of SPORTSTOTO purchasers and purchasing satisfaction, attitude. And influences of purchasing satisfaction, attitude on consumers' intention to repurchase and attitude about SPORTSTOTO. To analyze materials, the frequency analysis, factor analysis, reliability analysis, one-way ANOVA and multiple regression analysis were used as statistic analysis techniques. First, answers for the purchasing reason, ‘Hope of winning money’ was 52.2%. Check of Sports game result, ‘Direct check’ was 54%, and 46.0% was ‘High winning probability’. Purchasing cycle, ‘Every week’ was 39.7%. amount of once try, ‘2 to 4’ was 52.2%. betting price per ticket, ‘Less than 5,000won’ was most high frequency. Factor of SPORTSTOTO purchasing effect, ‘curiosity’ was 68.0%, and 77.2% was ‘status quo’. Second, difference between purchasing satisfaction and attitude by purchasing characteristics of SPORTSTOTO purchasers were significant differences. External purchasing satisfaction were significant differences from purchasing cycle, amount of once try, consumers' intention to repurchase. Internal purchasing satisfaction were significant differences from purchasing reason, amount of once try. And positive attitude were significant differences from purchasing reason, check of Sports game result, consumers' intention to repurchase. negative attitude were significant differences from purchasing reason, amount of once try. Third, influences of purchasing satisfaction, attitude on consumers' intention to repurchase had positive influences. Lastly, influences of purchasing satisfaction on positive attitude had positive influences.

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