경험을 통한 체험마케팅의 메시지 유형이 구매행동에 미치는 상관관계 연구 -스포츠매장을 중심으로- = The Study of How Experience Marketing Affect on Purchase Behavior -Focused on Sports Stores-

다국어 초록 (Multilingual Abstract)

Recently, Consumers are preferring online purchase more than offline purchase. Inorder to overcome this situation, the offline store are bringing out new marketing strategies such as changing into an experience-providing platform store. This study divided experiences from offline store into three different factors: experience diversity, experience convenience and experience reliability. For this study, a survey was conducted among 260 people from Seoul, 20 or above male and females, who are interested in purchasing a golf driver and people who already have an experience of buying golf drivers. Data from 219 samples were used as valid samples and ran through SPSS 17.0 and AMOS 22.0 to implement Confirmatory Factor Analysis(CFA), Structural Equation Model Analysis(SEM). In this three factors experience convenience and experience reliability have huge influence on purchases. Also, the results showed that all three factors correlate with one another. Hence, the offline stores should increase the convenience and reliability of the experience they are providing.