지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.2
- 수록면
- 651 - 658 (8page)
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초록· 키워드
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The objective of this study was to explain the effects of consistency in sports goods consumers’ social norms and the reference group’s standards on consumption behavior and to provide basic information on consumers’ loyalty to products. For this study, we distributed a total of 480 questionnaires to those sampled through non?probability sampling from people living in small and medium cities including Seoul and having experience in the purchase of sports goods. Of the questionnaires, 470 (97.9%) were recovered, and excluding 24 questionnaires inadequately answered or not reliable, we used 456 questionnaires as the valid sample for analysis. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18. In order to analyze the effects of the reference group’s standards and consistency in social norms on consumers’ attitude as purposed by this study, we analyzed social?statistical characteristics through frequency analysis, factor analysis, correlation analysis and multiple regression analysis. According to the results, first, social consistency affecting trust in products among consumption attitudes was the reference group’s standards and consistency in social norms. Second, the variable influencing loyalty to products among consumption attitudes was the reference group’s standards, and consistency in social norms did not have a statistically significant effect. Third, the effect of satisfaction with products and trust in products on loyalty to products was statistically significant.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 결론 및 논의
참고문헌
참고문헌 (12)
참고문헌 신청
1. [학술지(정기간행물)] - 배병렬 / 1998 / 서비스 구매자-판매자간 관계의 선행요인 및 결과변수 / 대한경영학회지 (19) : 3 ~ 34
3. [학술지(정기간행물)] - 이상우 / 2001 / 해양 레저스포츠 활성화를 위한 기본개념 연구. / 한국스포츠사회학회지 14 (2) : 255 ~ 260
4. [단행본] - 이학식 / 2002 / SPSS 10.0 매뉴얼: 통계분석방법 및 해설
5. [학위논문] - 신준수 / 2004 / 소비자의 관계형시장행동에 관한 연구 / 박사 / 전남대학교 대학원
6. [학술지(정기간행물)] - Geyskens, Inge / 1996 / The Effect of Trust and Inerdependence on Relationship Commitment: A Trans-Atlantic Study / International Jounal of Reaserch in Marketing 13 : 303 ~ 317
3. [학술지(정기간행물)] - 이상우 / 2001 / 해양 레저스포츠 활성화를 위한 기본개념 연구. / 한국스포츠사회학회지 14 (2) : 255 ~ 260
4. [단행본] - 이학식 / 2002 / SPSS 10.0 매뉴얼: 통계분석방법 및 해설
5. [학위논문] - 신준수 / 2004 / 소비자의 관계형시장행동에 관한 연구 / 박사 / 전남대학교 대학원
6. [학술지(정기간행물)] - Geyskens, Inge / 1996 / The Effect of Trust and Inerdependence on Relationship Commitment: A Trans-Atlantic Study / International Jounal of Reaserch in Marketing 13 : 303 ~ 317
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UCI(KEPA) : I410-ECN-0101-2012-692-004179005