사회연결망분석을 통한 스포츠용품 결정요인

Abstract

The purpose of this study is to investigate the university student’s sports products determinant factor through social network analysis. The research subject is university students who are at located in Seoul. Through this process, 300 samples were collected at 3 universities from May 14th, 2012 to June 29th, 2012. Excel 2007 and Pajek 2.05 program are used for collected data. The following conclusion was come to draw through processing of this study. Both male and female university students, design factor is the most important explanation for sports products purchasing factor, SNS and Internet factors are little importance for explanation. The rest of rankings were similar, in case of male university student, function has more explanation than price. In case of female university student, price has more explanation than function.