스쿼시용품 소비자의 제품태도가 구매행동에 미치는 영향 = Effect of squash Goods Consumer's Product Attitude on Purchase Behavior

다국어 초록 (Multilingual Abstract)

This research examines closely degree and relation of product attitude squash article consumer’s pipe and continuous, ? situation enemy to examine closely participation degree’s product bearing and relation of purchase action the purpose be. Chose participation by product attitude by parameter and purchase action by dependent variable by arg to achieve purpose of this research.
Questionnaire did to make out by own estimation recording method utilizing investigator educated beforehand after do propriety degree and believability examination through preliminary investigation.
nvestigation target ]drew 350 by type all using radio specimen sampling process to practicing squash friend of the same taste in Kwang ju? Cholla-namdo. Do so that may uncheck Pyojip more than 3 Munhang of done specimen or exempt untruthful questionnaire 29 fathers and inflected 321 to data.
Special quality of investigation great box used frequency analysis in data processing, and degree are product attitude pipe, executed multiplex regression analysis to analyze effect that product attitude gets in purchase action.
Got following result as result that verify effect that squash article consumer’s product attitude gets in purchase action by method of study and formality of something wrong.
First, product attitude by continuous participation degree which is degree’s low rank factor pipe was variance partially. That is, appeared, but was expose that do not exert affirmative effect in price that exert affirmative effect in design, brand, function. Even if is Sanghwangjeokgwan, was expose that do not influence in product behavior.
Second, function of product attitude, brand, price were expose that affect affirmative ashes purchase intention, but was expose that do not exert effect that Design is affirmative in ashes purchase intention, and was expose that exert effect that function, brand, price, design are affirmative in another person recommendation intention.