스포츠 소비자의 관점에서 구독 서비스의 관계 효익과 관계의 질의 관계

Abstract

This study aims to investigate the relationship benefits of subscription services and the relationship quality from the perspective of sports consumers. To achieve this purpose, 289 copies of data were collected through convenience sampling. The collected data were analyzed in the order of frequency analysis, validity reliability verification, descriptive statistical, correlation analysis, and multivariate analysis. The results of this study were as follows. First, among the sub-factors of relationship benefits of subscriptive service, economic, psychological and customization benefits were found to have a positive(+) effect on trust. but social benefits did not. Second, among the sub-factors of relationship benefits of subscriptive service, social, customization benefits were found to have a positive(+) effect on commitment. but economic, psychological benefits did not. Third, among the sub-factors of relationship benefits of subscriptive service, social, economic, psychological, customization benefits were found to have a positive(+) effect on satisfaction. As such, This study provides practical and academic basic data for effective marketing activities by investigating the effect of the subscriptive service.