스포츠용품 구매과정에서 온라인 매장의 서비스품질과 지각된 용이성-유용성, 소비행동의 관계분석

Abstract

ABSTRACT

An Analysis of the Relationship between Service Quality of an Online Shop and Perceived Ease of Usefulness and Consumption Behavior in the Process of Purchasing Sports Products

Cho Sung-chan Advisor : Prof. Min-chul Major in Physical Education Graduate School of Education, Chosun University The purpose of this study is to provide important information for online sports consumers' purchase process through analysis of relationship between service quality, perceived ease - usability, and consumption behavior of online store in sporting goods purchasing process. In particular, the research focuses on providing information that can contribute to differentiated strategies in the IT market by analyzing the causes of consumption behavior of online stores that sell rapidly increasing sporting goods. In order to carry out effective research, the subjects of this study selected college students who have purchased sporting goods online, the convenience sampling method of non - probability sample was used as the survey method, and the self - evaluation method was used for the questionnaire preparation. Statistical techniques were analyzed by frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis. First, System quality has a positive effect on perceived ease of use, and information quality has a positive effect on perceived ease of use. Finally, information quality has a positive effect on perceived usefulness. Second, Perceived ease of use has a positive effect on customer satisfaction, and perceived usefulness has a positive effect on customer satisfaction. Finally, perceived usefulness has a positive effect on continuity intention Respectively. Third, The information quality of online stores has a positive effect on the persistence intention. In this study, we derive the system quality and information quality as independent variables by factor of service quality of online stores of sporting goods and select customer satisfaction and continuity intention as dependent variables as perceived ease and usefulness as parameters and develop research model The purpose of this study is to examine the previous researches on the existing online and in - store sports field and the online store field in other fields, Perceived ease - By examining the relationship between usefulness and consumption behavior, it can be said that it is meaningful to broaden the understanding of the factors affecting the consumption behavior of sporting goods online store from various viewpoints. Although the research suggests several implications, there is a lack of generalizability of the research results for the research subjects only in the university students of one school in one area, and the university students have the limitation that the consumption decision authority is weaker than other population characteristics with constant income It has. In addition, it is expected that future research will be more interesting if the study is extended to adults who have a fixed income and strong decision-making power.