Browse > Article
http://dx.doi.org/10.15207/JKCS.2022.13.05.129

The Structural Relationship between Surfer's Experience, Lovemark, Flow and Customer Behavior Intention  

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)
Publication Information
Journal of the Korea Convergence Society / v.13, no.5, 2022 , pp. 129-136 More about this Journal
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.
Keywords
Experience; Surfer; Lovemark; Flow; Customer behavior intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 H. W. Kang & K. W. Park. (2017). Exploring on the experience of exercise with Cross-Fit as recreation specialization. Journal of Leisure Studies, 15(1), 61-81. DOI : 10.22879/slos.2017.15.1.611.   DOI
2 H. J. Song & C. K. Lee. (2015). The influence of temple stay experience on forming visitor's behavioral intention: Focused on experience economy theory. International Journal of Tourism Management and Science, 30(6), 303-322.
3 W. J. Lee. (2012). The effects of overseas travel experience elements on image for travel destination: Focus on lovemarks in China travel. Unpublished doctoral dissertation, Sejong University.
4 G. J. You & H. J. Lee. (2014). Examining the impact of experience on festival visitors' behavioral intentions and supports based on the 4 experience economy theory: Focused on the Yangyang Songi Festival of Gangwon province. Journal of Tourism & Leisure Research, 26(3), 263-281.
5 Y. D. You. (2005). The psychotherapeutic utilization of Csikszentmihalyi's flow model. The Korean Journal of Counseling and Psychotherapy, 17(1), 35-55.
6 M. Y. Kwon. (2018). The influence of experience of food festival based on experience economy(4E's) on love mark and behavior intention. Regional Industry Review, 41(2), 223-244. DOI : 10.33932/rir.41.2.10   DOI
7 J. Y. Kwon, S. B. Nam, S. K. Park & H. Y. Kang. (2017). The effects of surfing participants' participation motivation on flow experience and continuous participation intention. Journal of Fisheries and Marine Sciences Education, 29(2), 492-502. DOI : 10.13000/JFMSE.2017.29.2.492   DOI
8 Korea JoongAng Daily. (2017. 7. 5). Surfing is a sport? No, surfing is fashion. https://news.joins.com.
9 M. J. Seo. (2012). A study on the effect of experience on participants' emotion, memory, satisfaction, and loyalty in marine leisure sports. Unpublished doctoral dissertation, Sejong University.
10 B. J. Pine II & J. H. Gilmore. (1998). Welcome to the experience economy. Harvard Business Review, 97-105.
11 M. Csikszentmihalyi. (1990). Flow: The psychology of optimal experience, NY: Harper & Row.
12 S. W. Ha. (2012). The relationship among service quality, service value, cognitive and affective responses, customer satisfaction, revisit intentions, and loyalty of golf courses. Unpublished doctoral dissertation, Dankook University.
13 S. Y. Seo. (2005). The relationship between goal orientation, flow experience, leisure experience and life satisfaction. Unpublished doctoral dissertation, Yong In University.
14 Y. J. Myoung. (2017). A study on temple stay about satisfaction in experience economy: The mediating effects of perceived value, reliability and flow. Unpublished doctoral dissertation, Sejong University.
15 S. C. Hong. (2010). The influences of sports experiential elements on sponsorship effects. Unpublished doctoral dissertation, Chosun University.
16 S. Y. Lim. (2018). The relationship on sport values and continuous participation intention of the dance for all participants according to experience economics theory: Focused on the aesthetic understanding in sports. Unpublished doctoral dissertation, Kyung Hee University.
17 H. J. Park. (2014). The effects of flow experience on leisure identity and leisure continuation in winter sports participants. Korean Journal of Leisure, Recreation & Park, 38(2), 63-73.
18 J. E. Lee & B. C. Choi. (2018). A study of the influence of tourism storytelling on love-mark, relationship quality, tourist behavior of tourist destinations. International Journal of Tourism Management and Science, 33(2), 141-163. DOI : 10.21719/IJTMS.33.2.8   DOI
19 J. E. Lee. (2016). Effect relationship among brand congruity, lovemarks, and relationship continuity intention in tourism destination. International Journal of Tourism and Hospitality Research, 30(2), 137-153.
20 H. J. Song, Y. J. Choi & C. Y. Lee. (2011). A study of festival visitors's loyalty based on experience economy: The case of Boryeong Mud Festival. International Journal of Tourism Management and Science, 25(6), 179-198.
21 Y. S. Jung. (2010). The relationships among basic psychological needs, sensation seeking, flow, and exercise addiction of leisure sports participants. Unpublished doctoral dissertation, Sungkyunkwan University.
22 K. Roberts. (2004). Lovemarks: The future beyond brands, NY: Powerhouse Books.
23 S. I. Park, K. Y. Lee & S. Y. Kim. (2019). The effect of novice surfer's motivation and commitment on satisfaction. Korean Journal of Leisure, Recreation & Park, 43(1), 1-10. DOI : 10.26446/kjlrp.2019.3.43.1.1   DOI
24 K. Nielsen & B. Cleal. (2010). Predicting flow at work: Investigating the activities and job characteristics that predict flow states at work. Journal of Occupational Health Psychology, 15(2), 180-190.   DOI
25 S. H. Yong. (2016). Study for effect relationship between experience economy factors(4Es) and behavior intention of culture and tourism festival: Focused on the experience economy theory of Pine and Gilmore. Unpublished doctoral dissertation, Anyang University.
26 J. H. Yu. (2004). A study on components of brand equity: With priority given to emotion-relationship between consumer and brands. Unpublished doctoral dissertation, Sungkyunkwan University.
27 S. M. Yoon, J. H. Kim & S. Y. Oh. (2011). A study for the effect of experience on the lovemark in festival: Focused on strategic experiential modules(SEMs) of Schmitt. The Academy of Customer Satisfaction Management, 13(2), 179-199.
28 J. I. Yang. (2011). A study on the effects of tourist's storytelling experience on the awareness of the brand value and love marks for tourism destination. Unpublished doctoral dissertation, Kyung Hee University.