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농구 클럽의 서비스 품질이 스포츠 소비 심리 요인에 미치는 영향: 중국 산동성과 사천성을 중심으로

  • 리윈 (LI YUN, 동신대학교 일반대학원)

초록/요약

본 연구에서는 본 연구는 농구 클럽의 서비스 품질이 스포츠 소비자의 소비 심리 에 미치는 영향을 규명하고자 하였다. 연구대상은 중국 산동성과 사천성 지역의 농 구 클럽으로 설정하였으며, 이들 지역의 서비스 품질 요인(신뢰성, 대응성, 확신성, 유형성, 공감성)과 스포츠 소비 심리 요인(이미지, 태도, 관여도, 지각된 가치, 만족, 충성도) 간의 관계를 분석함으로써 농구 클럽 서비스의 질 향상을 위한 이론적 근 거와 실천적 함의를 제공하는 데 목적이 있다. 연구를 위해 2024년 4월 16일부터 5월 15일까지 중국 산동성과 사천성에 소재한 농구 클럽 참가자(수강생)를 대상으로 설문 조사를 실시하였다. 무작위 표본추출법 을 활용하여 총 622부의 유효 표본을 확보하였으며, 수집된 자료는 SPSS 26.0과 AMOS 23.0 프로그램을 활용하여 기술통계분석, 신뢰도 및 타당도 분석, 차이분석, 상관분석, 회귀분석 등의 방법으로 분석하였다. 연구결과는 다음과 같다. 첫째, 인구통계학적 특성과 관련하여, 성별에 따라 서비스 품질 하위 요인 중 유 형성, 신뢰성, 확신성에서 유의미한 차이가 나타났으며, 남성이 여성보다 높게 나타 났다. 또한 지각된 가치, 만족도(항목, 지도자, 서비스) 및 충성도(인지, 감정, 의도) 에서도 남성이 여성보다 유의미하게 높았다. 연령에 따라서는 서비스 품질 및 스포 츠 소비 심리 요인 전반에서 유의미한 차이가 나타나지 않았다. 지역 간 차이를 살 펴보면, 산동성 응답자의 지각된 가치가 사천성보다 유의미하게 높았으며, 그 외의 요인에서는 지역 간 유의미한 차이가 발견되지 않았다. 운동 경력에 따라서는 서비 스 품질 및 스포츠 소비 심리 요인 전반에 걸쳐 유의미한 차이가 있었고, 특히 4년 이상의 경력 보유자가 가장 높은 평가를 보였다. 훈련 시간에 따른 차이도 나타났 으며, 60~90분의 훈련 시간이 가장 효과적인 것으로 분석되었다. 둘째, 서비스 품질 과 스포츠 소비 심리 요인 간에는 유의미한 상관관계가 있으며, 모든 하위 요인에 서도 일관된 관련성이 확인되었다. 셋째, 구조적 영향 관계 분석 결과, 농구 클럽의 서비스 품질은 이미지(행동성, 공헌성, 사회성), 태도(선호도, 우선성, 지속성), 관여 도, 지각된 가치, 만족도(시설, 프로그램, 지도자, 서비스), 충성도(인지적, 감정적, 의 도적)에 모두 긍정적인 영향을 미치는 것으로 나타났다. 본 연구에서 설정한 모든 가설은 통계적으로 유의하게 검증되었다. 주요어: 농구 클럽, 서비스 품질, 스포츠 소비 심리 요인, 지각된 가치, 충성도

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목차

목 차
표 목차 ······································································································································ⅳ
그림 목차 ··································································································································ⅴ
초록 ············································································································································ⅵ
Ⅰ. 서론 ····································································································································· 1
1. 연구의 필요성 ····················································································································1
2. 연구목적 ······························································································································3
3. 연구가설 ······························································································································4
4. 연구모형 ······························································································································5
5. 용어의 정의 ························································································································5
1) 서비스품질 ·····················································································································5
2) 스포츠 소비 심리 요인 ·······························································································6
(1) 이미지 ························································································································6
(2) 태도 ····························································································································6
(3) 관여도 ························································································································7
(4) 지각된 가치 ··············································································································7
(5) 만족 ····························································································································7
(6) 충성도 ························································································································7
6. 연구의 제한점 ··················································································································8
Ⅱ. 이론적 배경 ·························································································································9
1. 서비스 품질 ························································································································9
1) 서비스 품질의 개념 ·····································································································9
2) 서비스 품질의 측정 ·····································································································9
3) 서비스 품질에 관한 선행연구 ·················································································10
2. 스포츠 소비 심리 요인 ··································································································12
- i -
1) 이미지의 개념과 관련 연구 ·····················································································12
2) 태도의 개념과 관련 연구 ·························································································14
3) 관여도의 개념과 관련 연 ·························································································16
4) 만족의 개념과 관련 연구 ·························································································17
5) 충성도의 개념과 관련 연구 ·····················································································19
6) 지각된 가치의 개념과 관련 연구 ···········································································20
Ⅲ. 연구방법 ·····························································································································22
1. 연구대상 ····························································································································22
2. 조사 절차 ··························································································································23
3. 조사 도구 ··························································································································24
1) 서비스 품질 ·················································································································24
2) 스포츠 소비 심리 요인 ·····························································································24
(1) 이미지 ······················································································································24
(2) 태도 ··························································································································25
(3) 관여도 ······················································································································25
(4) 지각된 가치 ············································································································26
(5) 만족 ··························································································································26
(6) 충성도 ······················································································································26
4. 신뢰도와 타당도 분석 ····································································································27
1) 신뢰도 분석 ·················································································································27
2) 서비스 품질의 탐색적 요인분석 ·············································································28
3) 이미지의 탐색적 요인분석 ·······················································································30
4) 태도의 탐색적 요인분석 ···························································································31
5) 관여도의 탐색적 요인분석 ·······················································································32
6) 지각된 가치의 탐색적 요인분석 ·············································································32
7) 만족의 탐색적 요인분석 ···························································································33
6) 충성도의 탐색적 요인분석 ·······················································································34
5. 자료 처리 ··························································································································35
- ii -
Ⅳ. 연구결과 ·····························································································································36
1. 인구통계학적 특성에 따른 차이분석 ··········································································36
1) 성별에 따른 t검정 분석 결과 ··················································································36
2) 지역에 따른 t검정 분석 결과 ··················································································38
3) 연령에 따른 서비스 품질의 일원배치분산분석 ··················································· 40
4) 연령에 따른 스포츠 소비 심리 요인의 일원배치분산분석 ······························· 41
5) 운동경력에 따른 서비스 품질의 일원배치분산분석 ··········································· 43
6) 운동경력에 따른 스포츠 소비 심리 요인의 일원배치분산분석 ······················· 44
7) 훈련시간에 따른 서비스 품질의 일원배치분산분석 ··········································· 47
8) 훈련시간에 따른 스포츠 소비 심리 요인의 일원배치분산분석 ······················· 49
2. 상관분석 ····························································································································51
3. 서비스 품질과 스포츠 소비 심리 요인의 인과적 관계 ··········································53
1) 서비스 품질이 이미지에 미치는 영향 ···································································53
2) 서비스 품질이 태도에 미치는 영향 ·······································································55
3) 서비스 품질이 관여도에 미치는 영향 ···································································57
4) 서비스 품질이 지각된 가치에 미치는 영향 ························································· 58
5) 서비스 품질이 만족에 미치는 영향 ·······································································59
6) 서비스 품질이 충성도에 미치는 영향 ···································································62
Ⅴ. 논의 ·····································································································································65
1. 인구통계학적 특성에 따라 서비스 품질과 스포츠 소비심리요인의 차이분석 ·········· 65
1) 성별에 따른 각 변인의 차이 ···················································································65
2) 지역에 따른 각 변인의 차이 ···················································································67
3) 연령에 따른 각 변인의 차이 ···················································································68
4) 운동경력에 따른 각 변인의 차이 ···········································································68
5) 훈련시간에 따른 각 변인의 차이 ···········································································69
2. 서비스 품질과 스포츠 소비 심리 요인 간의 인과적 관계 ············································70
1) 서비스 품질이 이미지에 미치는 영향 ···································································70
2) 서비스 품질이 태도에 미치는 영향 ·······································································72
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3) 서비스 품질이 관여도에 미치는 영향 ···································································73
4) 서비스 품질이 지각된 가치에 미치는 영향 ························································· 74
5) 서비스 품질이 만족에 미치는 영향 ·······································································75
6) 서비스 품질이 충성도에 미치는 영향 ···································································77
Ⅵ. 결론 및 제언 ·····················································································································79
1. 결론 ····································································································································79
2. 제언 ····································································································································80
참고문헌 ····································································································································82
ABSTRACT ·····························································································································92
부록 ············································································································································95

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