스포츠 시설 브랜드의 융복합적 평가를 위한 구조 분석

This study tried to analyze the satisfaction of sports facilities and programs with the concept of brand. The purpose of this study is to derive the satisfaction factor of the complex concept of psychological factor, service, and cognitive evaluation. A total of 577 questionnaires were applied to the study, and the questionnaires were conducted on those who had experience using 5 medium and large sports facilities located in Seoul and Gyeonggi Province. As a result of analysis using SPSS18.0 and AMOS 20.0 programs, brand personality was classified into attractiveness, intensity, and robustness, and brand evaluation was abbreviated as affinity factor and identification factor. The brand personality has a positive influence on the service satisfaction, and the brand personality has a statistically significant effect on the brand and facility evaluation factors summarized as the emotional evaluation factors as described above.