중국 지우링허우 소비자의 스포츠용품 구매결정요인이 구매만족 및 재구매의도에 미치는 영향

Abstract

The purpose of this study was to analyze the Chinese 1990s generation consumer"s sports goods purchasing decision factors on purchase satisfaction and repurchase intention. For this study, 350 people were collected as a sample by purposeful sampling method. The subjects were conducted by 1990s generation consumers who live in Beijing, China. Finally, 304 of the subjects were analyzed through SPSS 26.0 Ver. Collected data was processed by frequency, reliability, validity, correlation and multi-regression. The result of study was as follows. First, quality, brand and design were found to have a significant effect on the relationship between purchasing decision factors and physical satisfaction. And quality, brand were found to have a significant effect on the relationship between purchasing decision factors and psychological satisfaction. Second, quality and brand were found to have a significant effect on the relationship between purchasing decision factors and repurchase intention. Third, physical satisfaction and psychological satisfaction were found to have a significant effect on the relationship between purchase satisfaction and repurchase intention.