태권도 대회의 국가브랜드 이미지가 재구매의도에 미치는 영향

The Effect of National Brand Image on Repurchase Intention in the Taekwondo Game

The purpose of this study is to the effect of national brand image on repurchase intention in the taekwondo game. A total of 220 questionnaires were distributed and collected from in the taekwondo game for 2017 year 6 month. After excluding responses with excessive amount of missing data, 203questionnaires were included in this study. Several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Person’s correlation analysis, a structural equation modeling(SEM) analysis were conducted to achieve the research purpose. The followings are results of the current study. First, favorable perception of national brand image did not have a significant influence on repurchase intention. Second, economic, social, cultural effectiveness of national brand image had a significant influence on repurchase intention. The paper is meaningful as a thesis to enhance national competitiveness by utilizing taekwondo game.