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Effects of sports O2O platform`s service quality on platform attitude, satisfaction, and behavioral intention of platform users
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스포츠O2O플랫폼 서비스품질이 플랫폼태도, 만족도 및 행동의도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Lee, Jeoung-Hak (경희대학교) Chun, Yoon-Ki (경희대학교) Kim, Min-Jun (경희대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.28 No.2 KCI Accredited Journals
Published
2019.4
Pages
463 - 478 (16page)
DOI
10.35159/kjss.2019.04.28.2.463

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Effects of sports O2O platform`s service quality on platform attitude, satisfaction, and behavioral intention of platform users
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Abstract· Keywords

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The purpose of this study is to provide basic data for establishing efficient marketing strategy for sports O2O platform businesses and to invigorate sports industry by inquiring the influence of sports O2O platforms’ service quality on platform attitude, satisfaction, and behavioral intention of the platforms’ users. This study chose amateur players who uses sports O2O platforms to participate in sports activity as the population. 600 questionnaires were distributed to the users at 2 different sports O2O platforms that are currently in service in which 548 valid samples were used for data analysis. Using SPSS 22.0 Version, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, independent samples t-test, one-way ANOVA, correlation analysis and multi-regression analysis and got the following result. First, statistical difference in perceived service quality according to samples’ sex, age, usage frequency, and purpose of use was found. Second, sports O2O platform’s service quality had a positive influence on platform attitude in the order of informativeness, design, safety, and transactional efficiency. Third, sports O2O platform’s service quality had a positive influence on satisfaction in the order of informativeness, design, safety, and transactional efficiency. Finally, sports O2O platform’s service quality had a positive influence on behavioral intention in the order of informativeness, design, safety, transactional efficiency, and communication. According to the result, companies that service sports O2O platforms should initially aim to provide latest information in sports for the users as well as improving design, safety, transactional efficiency, and communication qualities of the platform will draw positive feedback from the users.
#sports O2O platform #platform attitude #satisfaction #behavioral intention

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌

References (52)

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강경재 / 1998 / 인터넷을 이용한 호텔의 마케팅커뮤니케이션 전략에 관한 사례 연구 / 관광경영연구 :320~343 google schola 과학기술정보통신부 / 2017년 인터넷 이용실태 조사 google schola 과학기술정보통신부 / 무선통신서비스가입회선 통계 google schola 김경인 / 2018 / 카오헤어의 O2O 서비스품질이 사용자 만족과 재사용의도에 미치는 영향 / 한국디자인문화학회지 24(2):43~53 dbpia 2000 / 호텔기업 웹사이트의 운영현황과 개선방안에 관한 연구 / 호텔경영학연구 9(2):229~254 google schola

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