태권도장 선택속성과 학부모의 지각된 가치 및 행동의도와의 구조적 관계 연구

Abstract

The purpose of this study is to analyze consumer psychology according to the selection attributes of Taekwondo and furthermore, to suggest strategies to improve management performance. The parents of Taekwondo practitioners in the metropolitan area were selected as the population, and the data of 460 people were analyzed using the convenient sampling method among the non-probability sampling methods. As analysis tools, SPSS 26.0 and AMOS 23.0 were used. First, among the sub-factors of the selection attribute, the surrounding environment and facilities were found to have an effect on the surrounding environment facilities among the sub-factors of the behavioral intention. Also, it was found that word of mouth intention among the sub-factors of the selection attribute affects word of mouth intention among the sub-factors of the behavioral intention. Second, among the sub-factors of the selection attribute, program and price were found to affect perceived value. Third, it was found that the perceived value had an effect on the intention to continue participation among the sub-factors of the behavioral intention, but had no effect on the intention of word of mouth. Therefore, in the Taekwondo studio, it is necessary to shape the perceived value experienced by parents through the program, and to analyze the contents preferred by consumers among the selection attributes of the Taekwondo studio in advance to increase the perceived value.