스쿠버다이버의 라이프스타일에 따른 선택속성이 만족도 및 행동의도에 미치는 영향

Abstract

The purpose of this study is to investigate the effect on satisfaction and behavioral intention by selection attributes (facility, price) according to the scuba diver's lifestyle (prestige pursuit type, fashion pursuit type, change pursuit type). A survey was conducted at a SCUBA diving shop located in Jeju island and Gangwon-do province with 250 adults aged 20 or older who had scuba diving experience at least once a year, and the final 205 people were used for the study. The collected data was subjected to frequency analysis and correlation analysis using the SPSS program, and confirmatory factor analysis and structural equation analysis were performed through AMOS to verify the research hypothesis. As a result of verifying the fit of the research model, x²/df=1.874, CFI=.903, TLI=.888 RMSEA=.065. As a result of hypothesis testing, only change pursuit type SCUBA divers among lifestyle types were found to be affected by Facilities (t=2.111), Price (t=2.149). and also SCUBA diving shop facilities affect satisfaction(t=4.290) and behavioral intention(t=5.464). Most domestic SCUBA diving facilities are operated with similar facilities and prices, and are only available for a short period of time due to the specificity of the season. Therefore, only users with a change pursuit type lifestyle SCUBA divers have an impact on facilities and prices, and it has been verified they have a positive effect on satisfaction and behavioral intention by level of facilities.