자녀의 태권도수련활동에 대한 학부모의 변화기대가 구매 후 행동에 미치는 영향

Abstract

This study aimed to investigate the effects of children's Taekwondo training activity parents’ expectation on changes of post-purchase behavior. The subjects of the research were randomly sampled parents of taekwondo trainees attending kindergartens or elementary schools in Taejeon Metropolitan City in 2011, and a total of 200 parents participated as valid sample. Data were collected using a questionnaire and processed with program PASW 21.0. Through correlation analysis and multiple regression analysis at a significance level of p <.05, we drew conclusions as follows. First, change in attitude change in socially brought by expectation for change affected the post-purchase intention to recommend to others significantly at p<.01 and at p<.05, respectively. Second, change in socially brought by expectation for change affected the post-purchase satisfaction significantly at p<.001. Finally, change in socially brought by expectation for change affected the post-purchase intention to sustain the training significantly at p<.01.Therefore, by preventing the dissatisfaction factors from arising through changes in the variety of programs to meet the expectations and the needs of both trainees and their parents, we may induce the trainees to sustain training and to recommend to others.