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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제15권 제4호
발행연도
2006.11
수록면
377 - 389 (13page)

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초록· 키워드

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This study is to examine a mutual relation of the brand loyalty group through gathering customers' circumstantial characteristic and brand loyalty. The variables related to the brand loyalty and the consumer's behavior regarding soccer shoes targeting on the members of amateur soccer clubs, then was to investigate the primary factor of the selection standard influencing on the brand loyalty setting up the private soccer club (seoul, kyung-gi) area as a population performing Cruster Sampling. Cluster analysis, Crosstabs, and the multiple regression were performed through SPSSWIN(11.0) Statistic program. The following conclusion was drawn as followed.
First, an information origin and a brand loyalty for the private soccer club's shoes were the mutually independent, and a brand loyalty, the purchasing location, the period of re-purchase, the average of the purchasing price had shown the close mutual relation. On the purchasing location, specialized sports supply shops were the most frequently visited by subjects, and the order of a discount store, a department store, on-line purchase were frequently visited. The low loyalty group frequently visited to discount stores, and the potential loyalty group and the high loyalty group frequently visited the specialized sports supply shops. The term of re-purchase generally was formed at an interval of 7 to 9 months, and the average of purchasing price was between \60,000 to \100,000.
Second, through the analysis regarding the influence of the selection standard of the soccer-shoes consumer on the brand loyalty, the subordinate factor of the selection standard influences on the brand loyalty, and the quality out of the subordinate factors is proved the most important factor, then the brand loyalty is influence by the reputation, the price, and the purchasing convenience in order.

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Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 결론 및 제언
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