스포츠 여가활동 참여자의 특성과 기술수용성, 스포츠혁신제품 수용의도의 구조적 관계

Abstract

The purpose of this study is to identify the structural relationships among the characteristic of sport leisure participants. The study will also identify the acceptance of technology and the intention regarding sport innovation products that focuses on convergence of ICT sport products. Furthermore, this study will set strategic plan for marketing sports brand. For this purpose, this study was conducted to 330 subjects who participated in leisure sports and out of the 330 subjects 312 samples were actually analyzed. The data was compounded by using frequency analysis, reliability test, CFA, correlation analysis and SEM analysis by SPSS Win (Ver.18.0 and AMOS 18.0). The statistical significance level was set at α˂.05. The result is as fallowed: (1) Leisure sports participants were found to have a significant influence on technology acceptance. (2) Acceptance intention was not found to have a significant influence on acceptance intention. (3) Leisure sports participants were found to have a significant influence on acceptance intention.