사회인 야구동호인들의 야구용품 구매결정요인이 브랜드이미지와 브랜드만족 및 재구매의도에 미치는 영향

초록

The purpose of this study is to verify the effect of amateur baseball club members’ baseball supplies purchase decision factor (factor of amateur baseball club members’ decision to purchase baseball supplies) on brand image, brand satisfaction, and intent of repeat purchase. This study was conducted for 356 amateur baseball club members in the areas of Seoul, Gyeonggi, and Incheon, and as for data processing, SPSS 23.0 version was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and simple repression analysis. The results derived through such procedure are as follows. First, brand, design, showing off (or self-display), quality, and advertisement, among sub-factors of the baseball supplies purchase decision factor, had significant effect on brand image. Second, quality among sub-factors of the baseball supplies purchase decision factor, had significant effect on brand satisfaction. Third, baseball supplies’ brand image as perceived by amateur baseball club members had significant effect on brand satisfaction. Fourth, baseball supplies’ brand image and brand satisfaction as perceived by amateur baseball club members had significant effect on the intent of repeat purchase.

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