Abstract
The purpose of this study is to provide the structural relation of online sports goods users`` perceiving risk, shopping value, relation quality, and purchase behavior, to provide online sports goods shopping malls with basic data necessary for their management and operation, and to provide better service for online sports goods consumers. This study was carried on 290 persons who were finally selected from 4 universities located three metropolitan cities (B, D, & U) and one prefecture (K-do) by using convenient sampling method. Window SPSS 15.0 and AMOS 7.0 statistic package were used for data processing, and the significance level of all data analysis that is a=.05. Factor analysis, reliability analysis, Pearson co-relation analysis, frequency analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation model analysis have been done, and the results of these analyses are as follows:First, the online sports goods users`` perceiving risk had a positive effect on their perceiving shopping value. Second, the online sports goods users`` perceiving shopping value had a positive effect on the relation quality. Third, the online sports goods users`` relation quality had a positive effect on their purchase behavior.
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