Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The Structural Relationship between Surfer's Experience, Lovemark, Flow and Customer Behavior Intention

서퍼의 체험과 러브마크, 몰입, 소비행동의도 간의 관계

  • Ryu, Jean-Seung (Division of Sport Studies, Myongji University) ;
  • Kim, Sangyoo (Division of Sport Studies, Myongji University) ;
  • Kim, Soo-Hyun (Department of Sport & Healthcare, Namseoul University)
  • 류진승 (명지대학교 스포츠학부) ;
  • 김상유 (명지대학교 스포츠학부) ;
  • 김수현 (남서울대학교 스포츠건강관리학과)
  • Received : 2022.03.30
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

The purpose of this study was to investigate the structural relationship between surfer's experience, lovemark, flow and customer behavioral intention. The model's goodness-of-fit test was conducted to analyze the mediating effect of experience, lovemark, flow and consumer behavioral intention. The result is as follows. First, As a result of the conformity test of the research model, all the fit indexes met the criteria for goodness of fit to predict the causality of experience, lovemark, flow, and customer behavioral intention. Second, experience factors positively effected the lovemark. Experience factors had a positive effect on the flow. Flow had a positive effect on customer behavioral intention. Lovemarks had a positive effect on customer behavioral intention. Experience factors did not have a positive effect on customer behavioral intention.

이 연구의 목적은 서퍼의 체험과 러브마크, 몰입, 소비행동의도 간의 구조적 관계를 검증하는데 있다. 설정한 연구모형에서 체험, 러브마크, 몰입, 소비행동의도 간의 관계를 알아보기 위하여 적합도 검증을 진행하였다. 결과는 다음과 같다. 첫째, 연구모형의 적합도 검증 결과 모든 지수가 적합도 기준에 부합하는 것으로 나타나 체험, 러브마크, 몰입, 소비행동의도 간의 관계를 예측하기 적합한 모형으로 나타났다. 둘째, 체험은 러브마크에 통계적으로 유의한 영향력이 있는 것으로 나타났다. 체험은 몰입에 통계적으로 유의한 영향력이 있는 것으로 나타났다. 몰입은 소비행동의도에 정적인 영향을 미치는 것으로 나타났다. 러브마크는 소비행동의도에 통계적으로 유의한 영향력이 있는 것으로 나타났다. 체험은 소비행동의도에 통계적으로 유의한 영향력이 없는 것으로 나타났다.

Keywords

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