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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국여가레크리에이션학회 한국여가레크리에이션학회지 한국여가레크리에이션학회지 제23권
발행연도
2002.12
수록면
181 - 194 (14page)

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초록· 키워드

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The purpose of this study was to propose the distinctive marketing strategy which responds to the desire and change of customers in leisure sports through analyzing the behaviors of leisure sports customers. 610 participants of the study was chosen from three areas including Seoul, Keonggi, and Kangwon, by writing down the forms of self-administration method after explanation of the survey. The collected data were analyzed by the statistical packages including x^2 (Chi square) verification. The result can be summarized as follows. First, the majority of leisure sports customers was consisted of those who own their own cars, the average wage of less 1000 thousand won, in the 20s, single males graduated from university. Second. to analyze the purchase behaviors depending on the characteristics of demographics, the purchase motives were mostly to enjoy the present "life", and the sources of purchase information were from friends/colleagues, and the span of purchase information was over 30 days. The element of purchase decision was "leadership", and the influencers of purchase decision were "colleagues". The behaviors after purchase was based on the satisfaction of the purchase.

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