The purpose of this study is to provide basic data for establishing efficient marketing strategy for sports O2O platform businesses and to invigorate sports industry by inquiring the influence of sports O2O platforms’ service quality on platform attitude, satisfaction, and behavioral intention of the platforms’ users. This study chose amateur players who uses sports O2O platforms to participate in sports activity as the population. 600 questionnaires were distributed to the users at 2 different sports O2O platforms that are currently in service in which 548 valid samples were used for data analysis. Using SPSS 22.0 Version, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, independent samples t-test, one-way ANOVA, correlation analysis and multi-regression analysis and got the following result. First, statistical difference in perceived service quality according to samples’ sex, age, usage frequency, and purpose of use was found. Second, sports O2O platform’s service quality had a positive influence on platform attitude in the order of informativeness, design, safety, and transactional efficiency. Third, sports O2O platform’s service quality had a positive influence on satisfaction in the order of informativeness, design, safety, and transactional efficiency. Finally, sports O2O platform’s service quality had a positive influence on behavioral intention in the order of informativeness, design, safety, transactional efficiency, and communication. According to the result, companies that service sports O2O platforms should initially aim to provide latest information in sports for the users as well as improving design, safety, transactional efficiency, and communication qualities of the platform will draw positive feedback from the users.
The purpose of this study is to provide basic data for establishing efficient marketing strategy for sports O2O platform businesses and to invigorate sports industry by inquiring the influence of sports O2O platforms’ service quality on platform attitude, satisfaction, and behavioral intention of the platforms’ users. This study chose amateur players who uses sports O2O platforms to participate in sports activity as the population. 600 questionnaires were distributed to the users at 2 different sports O2O platforms that are currently in service in which 548 valid samples were used for data analysis. Using SPSS 22.0 Version, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, independent samples t-test, one-way ANOVA, correlation analysis and multi-regression analysis and got the following result. First, statistical difference in perceived service quality according to samples’ sex, age, usage frequency, and purpose of use was found. Second, sports O2O platform’s service quality had a positive influence on platform attitude in the order of informativeness, design, safety, and transactional efficiency. Third, sports O2O platform’s service quality had a positive influence on satisfaction in the order of informativeness, design, safety, and transactional efficiency. Finally, sports O2O platform’s service quality had a positive influence on behavioral intention in the order of informativeness, design, safety, transactional efficiency, and communication. According to the result, companies that service sports O2O platforms should initially aim to provide latest information in sports for the users as well as improving design, safety, transactional efficiency, and communication qualities of the platform will draw positive feedback from the users.
(0)
(0)