모바일 스포츠 플랫폼의 서비스 품질과 그 결과변인간의 관계 : 모바일 웹사이트와 모바일 애플리케이션 차이를 중심으로

초록

Purpose: The purpose of this study is to examine differences in structural relationships among service quality, trust, satisfaction, and consumption behavior according to the types of mobile sport platforms (mobile sport website vs. mobile sport application) for a professional baseball team. Method: A total of 223 useable questionnaires were collected from Lott eGiant’s fans living in Gyeongnam province. Data were analyzed with multiple group analysis of rsutctural equation modeling (SEM) using Amos 21.0. Results: Results of the current study are as follows: First, there wer eno significant differences in six subfactors (information, personalization, system, design, fulfillment and interaction) of mobile sport service quality between mobile sport website and mobile sport application. Second, service quality had significant impacts on trust and satisfaction in both mobile sport platforms. Third, satisfaction had a significant impact on loyalty which in turn influences consumption behavior in both mobile sport platforms. Fourth, trust had only a significant impact on satisfaction at a mobile sport website. Lastly, trust had only a significant impact on loyalty at a mobile sport application. Conclusion: The overall findings of this study would provide various meanigful and practical implications for sport-related mobile content organizers when they construct the two types of mobile sport platforms.

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