스노우보드 데크의 제품속성에 따른 만족도와 구매행동에 미치는 영향

Abstract

The Effect on Satisfaction and Buying Behavior According to Product Attribute of Snowboard deck

Hye Young Park

Physical Education Major, The Graduate School Pukyoung National University

Abstract The purpose of this research is to investigate and analyze satisfaction and effect on buying behavior according to according to product attribute of snowboard’s deck that snowboard consumers are using. In order to accomplish the purpose of this research, independent variable was set as product attribute and dependent variables are set as satisfaction and buying behavior. Questionnaire was run validity and reliability tests through pre-test and it was ordered to write with self-administration method after distributing directly. Composition of questionnaire used in this research consists of 12 demographic background questions, 26 product attribute questions, 3 satisfaction questions and 8 buying behavior questions, so total is 49 questions. Subjects of the research were people who visited H ski resort and 277 questionnaires were distributed and collected to men and women who have experience buying snowboard deck directly, age range from late 10 to younger than 59. Total 272 questionnaires were data processed as valid samples excluding 5 questionnaires that had not enough information or were considered to lack of reliability. Data processing ran exploratory factor analysis, reliability analysis, correlation, and multiple regression analysis by using SPSS Ver. 12.0. Derived conclusion based on above research purpose, research method, and data analysis result is like below. First, among subordinate factors of subjective product attributes, two factors, difference and personality, have positive (+) effect on satisfaction. Second, among subordinate factors of subjective product attributes, two factors, difference and personality, have positive (+) effect on buying purpose. Third, among subordinate factors of subjective product attributes, three factors, difference, epidemic and personality, have positive (+) effect on intention of recommendation to others. Forth, among subordinate factors of objective product attributes, two factors, brand and color have positive (+) effect on satisfaction. Fifth, among subordinate factors of objective product attributes, two factors, brand and color have positive (+) effect on buying purpose. Sixth, among subordinate factors of objective product attributes, one factors, brand, etc has positive effect on intention of recommendation to others.