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The Influence of Experiential Marketing of JUDO Gym on Exercise Participation: The Verification of Mediation Effect of Experiential Satisfaction

Kim Jae-ho|Lee Do-heui
동북아학술저널연합 (Northeast Asian Studies Journal Institute (J-INSTITUTE))|2019.12|International Journal of Martial Arts|제4권 제2호|pp. 1-13

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참고문헌

키워드

Mediation EffectExperiential MarketingExercise ParticipationJudo GymExperiential Satisfaction

초록

The purpose of this study was to influence of experiential marketing of Judo gym on experiential marketing and exercise participation and this study aims at providing fundamental data and information on Judo gym academy by studying what effects of experiential marketing on experiential satisfaction and exercise participation. The survey was done through 270 copies and excluding 22 copies ran an analysis on the remaining 248(91.9%) copies. After question investigating the data which is collected used IBM SPSS statistics 21 and IBM AMOS 21 program, frequency analysis was used in order to acquire demographic characteristics. Exploratory factor analysis and confirmatory factor analysis, convergent validity, discriminant validity, Cronbach’s α were used in order to verify experiential marketing, experiential satisfaction and exercise participation, and correlation analysis, path analysis through Structural Equation Model(SEM), mediation effect analysis by Sobel test. The result of this study were as follows. First, experiential marketing of Judo gym showed(+) effects on experiential satisfaction. Second, experiential marketing of Judo gym showed(+) effects on exercise participation. Third, experiential satisfaction showed(+) effects on exercise participation. Forth, experiential satisfaction showed mediation effect on experiential marketing of Judo gym and exercise participation. Therefore, Judo gym should actively use experiential marketing activities. So you will have to work to increase your membership.

Abstract

The purpose of this study was to influence of experiential marketing of Judo gym on experiential marketing and exercise participation and this study aims at providing fundamental data and information on Judo gym academy by studying what effects of experiential marketing on experiential satisfaction and exercise participation. The survey was done through 270 copies and excluding 22 copies ran an analysis on the remaining 248(91.9%) copies. After question investigating the data which is collected used IBM SPSS statistics 21 and IBM AMOS 21 program, frequency analysis was used in order to acquire demographic characteristics. Exploratory factor analysis and confirmatory factor analysis, convergent validity, discriminant validity, Cronbach’s α were used in order to verify experiential marketing, experiential satisfaction and exercise participation, and correlation analysis, path analysis through Structural Equation Model(SEM), mediation effect analysis by Sobel test. The result of this study were as follows. First, experiential marketing of Judo gym showed(+) effects on experiential satisfaction. Second, experiential marketing of Judo gym showed(+) effects on exercise participation. Third, experiential satisfaction showed(+) effects on exercise participation. Forth, experiential satisfaction showed mediation effect on experiential marketing of Judo gym and exercise participation. Therefore, Judo gym should actively use experiential marketing activities. So you will have to work to increase your membership.

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