태권도 소비자의 용품구매 기준의 중요도 및 만족도의 관계

다국어 초록 (Multilingual Abstract)

The purpose of this study were to analysis on the Taekwondo Athletes’ purchasing behavior, importance of selection Criteria and Satisfaction according to buy Taekwondo goods. For performing this study, the questionnaire was made adjusting Sim(2004) & Tae(2008)’s questionnaire and Kim(2001) & Chang(2000)’ questionnaire based on Oliver & Swan(1989) and Taylor & Baker(1994) about purchasing behavior, importance of selection criteria and satisfaction. Subjects of 537 were selection by convenience sampling method and distributed these questionnaire to them. Among collecting questionnaire, 34judged to be insincere were excepted and 504 were included in analysis. In Data collected by the questionnaire Gender set up throwing variable, tested difference according affiliation using χ2 about purchasing behavior, importance of selection criteria and satisfaction. Signification’ level(α) of all analysis set up .05. The results were as follow :

1. Taekowndo athletes’ purchasing behavior appeared that majority of athletes purchase goods on booth in arena, gain information about it from their friends and purchasing decision influence on themselves, generally(p<.001). But Difference between affiliation according to gender did not appear(p>.05).

2. Ratio of Response on “very importance” & “importance” appeared to be high on Price Performanc/quality, and practicality/convenience, totally(p<.001). But, Ratio of response on “normal” appeared to be high on design/color, brand, personal connection. And Difference between affiliation according to gender did not appear(p>.05).

3. Most of Taekwondo athletes responsed to be “very satisfaction” & “satisfaction” in Taekwondo uniform, Taekwondo shoes, competiton goods, and group uniform, generally(p<.001). But, And Difference between affiliation according to gender did not appear(p>.05).

In conclusion, Taekwondo athletes can be to gain it’s information from friends when they need it and purchase Taekwondo goods depending on their judge and experience.
Also, They can be to think more importantly price, performance/quality, and practically/convenience then design/color, brand, and personal connection. In tandem, purchasing goods by this selection criteria can be has higher satisfaction.