Fitness-Sharing 어플리케이션 품질 요인과 추구 편익에 따른 브랜드 애착, 브랜드 충성도, 전환 행동과의 관계

Abstract

ABSTRACT

Relationship between Brand Attachment, Brand Loyalty and Switching Behavior by Quality Factor and Pursuit Benefit in Fitness-Sharing Application

Ko, Kwan Ho Adviser : Prof. Jung, Myeong-Soo Department of Physical Education. Graduate School of Chosun University

This research is to identify relationships between quality factors of Fitness-Sharing application, brand loyalty, switching behavior to ensue high management efficiency, competitive advantage, qualitative and quantities growth of the service and also to revitalize fitness sharing application, which fulfills desires and needs of customers who want healthy life, by letting users to experience diverse sports and leisure activities. Support to manage business efficiently and effectively by providing empirical marketing data. In addition, by providing empirical number of marketing data, this research will prove how to manage business efficiently and effectively. To achieve objectives of this study, 430 people who have experience in using fitness-sharing applications were selected in the time period of Sep 2015~Nov 2015. The survey was conducted in Personal interviews by self administration survey reply and used 400 valid samples. Moreover, research conducted frequency analysis to learn demographic characteristics, and perform Varimax and Cronbach’s α to analyze validity and reliability of the survey. Test and One-way ANOVA was used to enforce difference between Demographic characteristics and pursuit benefit, and if there were significant differences, Post verification used Scheffe were practiced, and results were as follows, after Correlation analysis, Multiple regression analysis together with SEM. First, according to demographic characteristics, there are significant difference between application quality factors and pursuit benefit. Second, there are significant difference between application quality factors and brand attachment. Third, application quality factors and brand loyalty are positively correlated. Fourth, brand attachment and application pursuit benefit are positively correlated. Fifth, brand loyalty and application pursuit benefit are positively correlated. Sixth, application brand attachment and switching behavior are positive correlated. Finally, application brand loyalty and switching behavior are positively correlated. Throughout the research, we expect to present basic data for the possibility of efficiency in application development and operation, utilization of marketing techniques, efficient communication channel in rapidly changing O2O market and sport industry.