무용학원 체험마케팅이 참여만족 및 선택행동에 미치는 영향

Abstract

이 연구는 무용학원 체험마케팅이 참여만족 및 선택행동에 미치는 영향을 규명하기 위하여 실시하였다. 수집된 자료의 자료처리는 상관관계분석 및 다중회귀분석을 실시하여 얻은 결론은 다음과 같다. 첫째, 감각체험은 시설만족, 건강만족, 비용만족, 강습만족과 재참여의도, 권유의도에서 정적 상관관계가 나타났다. 감성체험은 건강만족, 강습만족과 권유의도에서 정적 상관관계가 나타났다. 인지체험은 시설만족, 건강만족, 비용만족과 재참여의도, 권유의도에서 정적 상관관계가 나타났다. 행동체험은 시설만족, 건강만족, 비용만족과 재참여의도, 권유의도에 정적 상관관계가 나타났다. 둘째, 감각체험과 관계체험은 시설만족, 건강만족, 비용만족에 정적 영향을 미치는 것으로 나타났다. 감성체험과 관계체험은 강습만족에 정적 영향을 미치는 것으로 나타났다. 셋째, 감각체험, 인지체험, 행동체험은 재참여의도에 정적 영향을 미치는 것으로 나타났다. 감성체험과 관계체험은 권유의도에 영향을 미치는 것으로 나타났다.

This study was conducted to investigate the effects of dance academy experiential marketing on participation satisfaction and selection behavior. The collected data were processed for correlation analysis, and multiple regression analysis. The results are as follows: First, in terms of sensorial experience, facility satisfaction, health satisfaction, cost satisfaction, and lesson satisfaction showed positive correlation with intention to participate again and intention to recommend. As for affective experience, health satisfaction and lesson satisfaction showed positive correlation with intention to recommend. As for cognitive experience, facility satisfaction, health satisfaction, and cost satisfaction were found to have positive correlation with intention to participate again and to recommend. In terms of actional experience, facility satisfaction, health satisfaction, and cost satisfaction were found to have positive correlation with intention to participate again and intention to recommend. Second, sensorial and relational experiences were found to have positive effects on facility satisfaction, health satisfaction, and cost satisfaction. Affective and relational experiences were found to have positive effects on lesson satisfaction. Third, sensorial experience, cognitive experience, and actional experience were found to have positive effects on intention to participate again. Affective experience and relational experience were found to influence intention to recommend.