실감형스포츠 이용자의 코로나19 위험지각에 따른 감정반응, 재이용의도 및 추천의도와의 관계

Abstract

With the continueus spread of COVID-19, we entered the era of “with corona”. Due to the situation, untact (non face to face) was activated, and in preparation for this the sports field created a realistic blue ocean which provides various sports services through virtual reality. Therefore, the purpose of this study is to provide an efficient marketing strategy and activation plan by picking up the relationship between emotional responses, reuse intentions, and recommendation intentions according to the perceived risks of COVID-19 by realistic sports users.BR For data processing, SPSS ver.22.0 and AMOS ver.20.0 is used, and frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equation model are conducted and the following results are found. First, the subfactors of the perceived risk – Social risk and Financial risk – significantly affect the subfactors of the emotional response – positive emotion and negative emotion –. Second, the emotional response – positive emotion and negative emotion significantly affect the Reuse Intention. Third, the emotional response – positive emotion and negative emotion significantly affect the recommendation Intention.