대학태권도시범단원들이 지각하는 태권도복 속성이 소비자태도, 브랜드충성도, 재구매의도에 미치는 영향

Abstract

The purpose of this study was to investigate the effect that the Taekwondo uniform attributes, perceived by Taekwondo demonstration group members of universities, would have on consumer attitude, brand loyalty and re-purchase intention in order to provide a basic data necessary for sports band corporations to map out efficient strategies for product development and marketing in the course of their production and development of Taekwondo uniforms. The subjects of the study were Taekwondo demonstration group members of universities nationwide which participated in 2017 Anyang World Taekwondo Festival, a global festival of the Korean martial art. 430 sets of questionnaires were used for final analyses, excluding 23 sets containing same answers, among 453 sets collected. The collected data were processed by using SPSS 21.0 Version for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The results of analyses were as follows:BR First, the consumer attitude was affected most significantly by quality, followed by corporation name, and aesthetic impression among Taekwondo uniform attributes.BR Second, corporation name and quality had a significant effect on brand loyalty in connection with Taekwondo uniform attributes. Third, corporation name and quality had a significant effect on re-purchase intention in connection with Taekwondo uniform attributes.