온라인 스포츠 커뮤니티 참가자의 활동특성과 관여도, 참가정도의 관계

초록

The purpose of this study was to examine the relationships between participants' behavioral characteristics in on-line sport community and their degree of involvement, and loyalty. In detail, this study examined the differences between socio demographic variables of participants in on-line sport community and their behavioral characteristics such as importance, activity satisfaction, information satisfaction, and belongingness. The relationship between participants' degree of involvement and their loyalty was also examined. In order to achieve the purpose of this study, 1200 participants consisted of five different activities such as in-line skate, marathon, basketball, swimming, and bowling were sampled by using a systematic random sampling methods. An organized questionnaire for participants' behavioral characteristics, the Consumer Involvement Profile (CIP) developed by Dimanche, Havitz, and Howard (1991) for the degree of involvement, and frequency, intensity, and duration for the loyalty were used. t-test, ANOVA, and multiple regression were also used for the data analysis. The results of this study suggested that there was a significant difference between information satisfaction and belongingness based on gender. Also, activity importance and belongingness were significantly different based on age. Type of activities also influenced the differences of activity satisfaction, information satisfaction, and belongingness. Behavioral characteristics of on-line sports participants significantly influenced participants' degree of the involvement and participation. Also, the degree of involvement was a significant factor in the formation of participation toward the on-line sport community.

키워드