수정 IPA를 이용한 테니스 동호인의 라켓 구매 시 선택속성 분석

Abstract

Purpose: This study aims to use importance-performance analysis (IPA) of selection attributes in a tennis club member’s purchase to derive the ranking of priority for items that need improvement, to provide basic data that can later be used by businesses related to tennis products or tennis supply stores to efficiently determine or apply marketing strategies.BR Method: A survey was done with 370 tennis club members who play in Psuan tennis clubs. 348 surveys were used in the actual analysis, excluding 22 surveys that weer deemed to be incomplete or not properly done. For data analysis, SPSS Win Ver 26.0 program was used with a statistical significance level set at α.05. To certify the validity and credibility of the survey, factor analysis were done and produced a coefficient of Cronbach’s α. To draw the study result, analysis of frequency, exploratory factor analysis, paired-samples t-test, and revised IPA have been done.BR Results: The findings of the study are as follows. First, when purchasing a tennis racket, the importance ranking for the selection attributes was in the order of weigh, tease of use of technology, and durability. The ranking of achievement was in the order of imported brand, bradn awareness, and luxury brand. Second, as a result of analyzing the difference between the importance and achievement of the selection attribute when purchasing a tennis racquet, it was found that there was a significant difference in all questions except for ‘color’ and ‘shape’ of the design factor. Third, In the Ⅰ quadrant, seven items were included, including ‘weight’, and ‘shape’, In the Ⅱ quadrant, four items were included, including ‘price discount’, and ‘A/S expertise.’ In the Ⅲ quadrant, six items were included, including ‘A/S accessibility’, and ‘A/S period’, In the Ⅳ quadrant, five items were included, including ‘design’, and ‘color.’BR Conclusion: In summary, it is judged that it is necessary to establish a marketing strategy for the selective attributes included in Quadrant II, which are considered important by tennis club members, but with low achievement, and to derive improvement measures to improve the performance.