검도장 참여특성에 따른 선택요인이 소비자행동에 미치는 영향

Abstract

The purpose of this study is to explore the diagnosis and rational methods for managing a kumdo hall and provide basic materials of helping kumdo popularize by examining the effects of selection factors associated with the characteristics of joining a kumdo hall.In order to achieve this goal, this study selected a total of 375 parents with 323 males and 52 females whose children joined 10 kumdo halls in G City and 10 in J Province and conducted a questionnaire survey.Of them, 13 poor respondents were excluded.Finally, a total of 362 responses were processed using SPSS 10.0.The following results were obtained. First, for the analysis of selection factors associated with the joining characteristics, product factors had significant difference in motivation and period, and place factors had statistically significant difference in participating period and time.The biggest reason to have children join a kumdo hall was mental value, followed by social and physical one.Forkumdo hall directors to invite newcomers, they should work out their strategies, having great interests in such product factors as facilities, coaches, and programs.Also, it was indicated that a joining period significantly influenced a location: participants who attended for less than three months and more than one year considered a location as important.It reflects that newcomers consider a location as important, and members who feel comfortable at a location are likely to become royal customers maintaining membership for one year and over. Second, for the analysis of consumer behaviors associated with joining characteristics, while satisfaction factors associated to a period showed statistically significant difference, motivation, period, frequency, and time did not show any statistically significant difference. Newcomers felt unstable for two months when the focus of training is on programs, coach's nature, and relationship with other members, and since third month, they adjusted themselves to products, price, place, and promotion of a kumdo hall.Thus, it is recommended that when newcomers enter, a kumdo hall should help them adjust to new environment through many support and encouragement for first two months.While two months later when the focus of training is on personal education and basic motions, additional money does not needed, kumdo outfits are needed after three months.It makes the burden for some members and leads them to stop training.Thus, it urgently needs to develop inexpensive outfits for children. Third, for the correlation analysis between consumer behaviors factors associated with selection factors, a location factor became higher witha price; a satisfaction factor became higher with product and price; and a repurchase factor became higher with product, price, and satisfaction. Finally, it was reveled that a product influenced satisfaction, word-of-mouth intention, and repurchase; a price influenced satisfaction, word-of-mouth intention; and a place influenced repurchase. These results suggest that when kumdo halls want existing members to spread their satisfaction and to maintain them as royal customers, or a new kumdo hall is intended to open, they should focus on clean and safe facilities, some scale, subsidiary facilities such as a locker room, a shower stall, a lounge, and educational equipment.They should also select professional coaches with a strong leadership and a great personality and provide various and substantial programs.Since a location was found to influence only repurchase, if a newcomer feels satisfaction, it will be out of the question.