스노보드 데크의 제품속성에 따른 만족도와 구매행동에 미치는 영향

Abstract

The purpose of this research was to investigate and analyze satisfaction and effect on buying behavior according to according to product attribute of snowboard`s deck that snowboard consumers were using. In order to accomplish the purpose of this research, independent variable was set as product attribute and dependent variables were set as satisfaction and buying behavior. Questionnaire was run validity and reliability tests through pre-test and it was ordered to write with self-ad ministration method after distributing directly. Composition of questionnaire used in this research consisted of 12 demographic background questions, 26 product attribute questions, 3 satisfaction questions and 8 buying behavior questions, so total was 49 questions. Subjects of the research were people who visited H ski resort and 277 questionnaires were distributed and colligated to men and women who had experience buying snowboard deck directly, age range from late 10 to younger than 59. Total 272 questionnaires were data processed as valid samples excluding 5 questionnaires that had not enough information or were considered to la ck of reliability. Data processing ran exploratory factor analysis, reliability analysis, correlation, and multiple regression analysis by using SPSS Ver. 12.0. Derived conclusion based on above research purpose, research method, and data analysis result is like below. First, among subordinate factors of subjective product attributes, two factors, difference and personality, had positive (+) effect on satisfaction. Second, among subordinate factors of subjective product attributes, two factors, difference and personality, had positive (+) effect on buying purpose. Third, among subordinate factors of subjective product attributes, three factors, difference, epidemic and personality, had positive (+) effect on intention of recommendation to others. Forth, among subordinate factors of objective product attributes, two factors, brand and color had positive (+) effect on satisfaction. Fifth, among subordinate factors of objective product attributes, two factors, brand and color had positive (+) effect on buying purpose. Sixth, among subordinate factors of objective product attributes, one factors, brand, etc had positive effect on intention of recommendation to others.