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The Relationship among Coaches' Transformational Leadership, Exercise Flow, and Repurchase Intention in Sports Centers

스포츠센터 지도자의 변혁적 리더십과 운동 몰입 및 재구매 의도의 관계

  • Received : 2015.05.26
  • Accepted : 2015.09.11
  • Published : 2015.09.30

Abstract

This study empirically analyzed the effects of coaches' transformational leadership on customers' exercise flow and repurchase behavior. Using two hundred seventy-five questionnaires, first, charisma, individual consideration, and intellectual stimulation had a positive effect on cognitive and behavioral flow. Second, only individual consideration increased repurchase intention. Third, cognitive flow promoted repurchase intention, but behavioral flow was not statistically significant. Lastly, there was no indirect effect on the relationship among the variables. The results may prove valuable to coaches' understanding how to enhance customers' exercise flow and may improve marketers' strategic planning decisions to attain organizational goals.

본 연구는 변혁적 리더십이 회원의 운동 몰입과 재구매 의도에 미치는 영향을 분석하였다. 수집한 설문지 275부를 이용한 결과는 다음과 같이 도출되었다. 첫째, 카리스마, 개인적 배려 및 지적자극은 인지 몰입과 행위 몰입에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 개인적 배려만이 재구매 의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 인지 몰입은 재구매 의도에 긍정적인 영향을 미치는 것으로 나타났으나, 행위 몰입은 유의한 영향이 미치지 않는 것으로 나타났다. 마지막으로 지도자의 변혁적 리더십, 운동 몰입 및 재구매 의도 간의 간접효과는 없는 것으로 나타났다. 이러한 결과는 지도자에게 고객들의 운동 몰입을 높이기 위한 이해를 돕는데 가치가 있으며, 마케터에게는 조직의 목표를 달성하기 위해 전략적인 계획을 세우는 데 도움이 될 것이다.

Keywords

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