태권도장 수련생의 태권도 체험이 태권도장 브랜드 자산, 태권도 몰입 및 태권도장 재이용의도에 미치는 영향

Abstract

Purpose: The purpose of this study is to examine the relationship among Taekwondo experience, brand equity, Taekwondo flow and Taekwondo-Jang reuse Intention of Chinese Taekwondo-Jang trainee.<BR> Method: The subjects were 300 middle school trainees from Taekwondo-Jang in Shanxi Province, China, and all 300 (100%) data were used for analysis. Data processing was done for frequency analysis and Cronbach’s α using SPSSWIN Version 25.0 and confirmatory factor analysis and structural equation model analysis using AMOS Version 24.0. Based on the research method and procedures, the results of the study were summarized as follows.<BR> Results: The results were as follows. First, it was found that among the program experience of Taekwondo-Jang, educational experience had positive effects on brand awareness, but entertainment experience, escapist experience, and esthetic experience didn’t have an effect. Second, it was revealed that among the program experience of Taekwondo-Jang, entertainment experience, educational experience, and escapist experience had positive effects on brand awareness, but esthetic experience didn’t have an effect. Third, it was found that brand equity had a positive effect on flow. Fourth, the flow was shown to have a positive influence on reuse intention.<BR> Conclusion: As a result of this study, the Taekwondo experience partially affects brand awareness and brand image, which are components of brand equity. However, brand awareness and brand image have a positive effect on flow, and flow has a positive effect on re-use intention. Therefore, the Taekwondo-Jang manager should effectively reinforce the factors of Taekwondo experience.