공공스포츠클럽 회원들의 소속감과 구전의도의 관계 : 여가만족의 매개효과를 중심으로

Abstract

The purpose of this study was to verify The Relationship between Sense of Belonging and Word-of-Mouth Intention for Public Sports Club Consumer focused on the Mediating Effect of Leisure Satisfaction. To achieve the purpose of study, a non-face-to-face online survey questionnaire was used as a measurement tool to conduct the study. To achieve the goal of this study, a total of 328 questionnaires were collected from the Public Sports Club Consumer. The collected data were analyzed by SPSS program and AMOS program. Confirmatory factor analysis, frequency analysis, correlation analysis, validity test and structural equation model analysis were used. The results were as follows. First, sense of belonging had a significant relationship with word-of-mouth intention. Second, sense of belonging was significantly related to leisure satisfaction. Third, leisure satisfaction and word-of-mouth intention were not significantly related. Fourth, leisure satisfaction was found to have a mediating effect between sense of belonging and word-of-mouth intention.