수영장 참여자의 수영장신뢰, 심리적 몰입과 구매행동간의 관계

Abstract

The aim of this study was to examine the causal relationship among swimming pool participants' reliability, psychological immersion and purchase behavior. Study subjects were 200 users in 7 swimming pools in Seoul and the capital area and sampled with a convenience sampling method. Collected data of 181 users were used in the study analysis as final samples, except data of 19 users of which reliability was problematic. Data were processed with the SPSS 13.0 program and Amos 7.0 program. And as analytic techniques, the investigator used correlation analysis and structural equation model (SEM). Study findings are as follows：First, a swimming pool manager must grope after a strategy of constructing customer reliability to shape relationship with swimming pool participants. Second, a swimming pool manager must positively utilize a strategy of maintaining a true relationship with customers. Therefore, he or she must focus on the development of various services which can induce the relationship positively. Third, a swimming pool manager must endeavor at constructing customer-oriented continuous reliability as a strategy to stimulate customers' purchase intention and enhance purchase behavior.