상업수상레저포츠 운영자의 SNS 마케팅이 SNS만족과 구매의도에 미치는 영향

An Effect of Social media Marketing on SNS Satisfaction and Purchase Intention of Commercial Water leisure activities

The purpose of this analysis was to investigate the relationship among Social media marketing, SNS satisfaction and purchase intention of commercial water leisure activities. To verify the hypothesis, a total of 325 questionnaires were collected from Seoul metropolitan area via online. As analysis methods, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis were performed with SPSS 24.0 ver. WIN. The results are as follows. First, Among the SNS marketing of commercial water leisure activities operators, information reliability is confirmed to affect SNS satisfaction, so it is important to give trust to users through accurate and rapid updates, and better communication between users through SNS. Public relations will stimulate and entertain users, and as it has been confirmed that playfulness affects SNS satisfaction among commercial water leisure activities operators, steady and continuous attempts are needed to satisfy various fun factors of various users. Second, it is necessary to provide accurate and sufficient information in real time if information reliability is confirmed to affect purchase intention and satisfaction is higher than online information, and interaction among commercial leisure sports operators SNS marketing is essential for quick use. In addition, it was confirmed that the provision of events during SNS marketing of commercial water leisure activities operators affected purchase intention, and various events were identified as important factors for competitive advantage, and playfulness among commercial water leisure activities operators needs to be provided.