실감형스포츠 이용자의 프레즌스 경험에 따른 만족, 스포츠태도 및 스포츠참여의도와의 관계

Abstract

The purpose of this study is to provide an efficient marketing strategy and activation plan by picking up the relationship between presence, satisfaction, and sports attitude, participation intention by realistic sports users. Data was collected using an online survey and SNS and the results of setting up a research model and conducting path analysis to verify the relationship between each factor are as follows.BR For data processing, SPSS ver.22.0 and AMOS ver.20.0 is used, and frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation model are conducted and the following results are found. First, the factors of the presence appeared to have a impact on factors of the satisfaction. Second, the factors of the satisfaction appeared to have a impact on the sports attitude. Third, the factors of the satisfaction appeared to have no impact on the sports participation intention. Fourth, the factors of the sports attitude appeared to have a impact on the sports participation intention.