라이프스타일에 따른 소비만족 및 구매의도의 영향관계 : 태권도장 학부모를 대상으로

Abstract

This research examined the study of the influence of consumer satisfaction and intention of purchase on lifestyle for parents of Taekwondo Place. The subjects of this study were 308 for parents of Taekwondo place. The survey questionnaires were used to collect the data. The questionnaires for lifestyle scale had been developed by Go & Lee(2018), Kim(2017), Kim(2000), Lee(1999), Ha(1998), and Jo(1999), satisfaction with consumption had been developed by Kozak(2001), Kwon(2005), Su(2011) and Kim(2013), intention of purchase had been developed by Zeithaml, Berry & Parasuraman(1996), Kim(2011), Kim(2017) and Kim(2017). The statistical methods such as Correlational Analysis and Structural equnation modeling analysis were used to analyze the collected data for the this research goal. The results were summarized as follow. First, This research theory Ⅰ was partially adopted. Specifically, H1–1. Appearance management affected consumption satisfaction, H1–2. Leisure activities affected consumption satisfaction, and H1–4. Media activities affected consumption satisfaction. Second, This research theory II has been adopted. Specifically, it was shown that consumptional affects purchasing intentions.