해양스포츠 동호인의 참여 동기, 경험 장벽, 체험 후 감정이 충성도에 미치는 영향에서 만족도의 매개효과

Abstract

The purpose of this study was to investigate the effect of satisfaction in causal routes of four variables such as participation motivation, career barriers and post-experience emotion in participants for marine sports. The defined effect provides basic data on the practical and efficient marine sports activation movement. In order to achieve this goal, we conducted a survey of 410 members of marine sports club from September, 2016 to April, 2017, and the following conclusions were obtained.

First, it was found that significant difference for motivation of participation, career barriers, post-experience emotion, satisfaction, loyalty in the age, companion, event as the result of analysis according to demographic characteristics. The significant difference was found in following factors: Condition and social intercourse in motivation of participation according to occupation, barriers of apparatus, place, knowledge and technology in factors of career barriers, freedom, competence, dynamic power, adventure, relationship, popular psychology, mother nature, intention of re-participation, word of mouth intention in post-experience emotion. The result showed significant difference for pleasure, achievement, development of technology, condition, social intercourse, extrinsic ostentation in final educational background. In factors of career barriers, satisfaction, loyalty, all factors showed significant difference. In post-experience emotion, the factors such as freedom, competence, dynamic power, adventure, self-expression, relationship, popular psychology showed significant difference. It was found that significant difference for social intercourse, career barriers in motivation of participation according to monthly pay, freedom in post-experience emotion. In motivation of participation, post-experience emotion, satisfaction, loyalty according to the length of visit, all factors showed significant difference. In career barriers, the factors such as barriers of apparatus, time and place showed significant difference.

Second, satisfaction was found to be statistically significant role of partial mediation in the effect of pleasure in motivation of participation on intention of re-participation. Also, satisfaction in the relation of the pleasure, development of technology, social intercourse and word of mouth intention showed significant role. It was showed to be statistically significant role of partial mediation in the effect of freedom, relationship in post-experience emotion on loyalty.