The Influence of Experiential Marketing of JUDO Gym on Exercise Participation: The Verification of Mediation Effect of Experiential Satisfaction
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 acad-emy 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 anal-ysis 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 expe-riential 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.
2. Research Method
5. Conclusion & Suggestions