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A Study on the Impact Factors of customers Intention in Water Leisure Sports using Q-Methodology

&nbsp;&nbsp;The purpose of this study was to identify the representative consumer behaviors of water leisure sports. Form the in-dept review of literature using Q-Methodology to find the water leisure sports consumer types. Through the Q factor analysis, three distinct consumer behavior types were identified.<BR>&nbsp;&nbsp;And form the results of the analysis, 34 items were selected among 30 Q sample. Multidimensional scaling and discriminant function analysis showed that all three factors were correctly classified into their respective types; (1) "Social intercourse-oriented", (2) "Family-oriented", (3) "Self improvement". The result indicated that the scale could be used as a valid and reliable instrument to classify consumer behaviors type. Based on these results, the directions for future research were discussed.