earticle

영어

This study confirmed the relationships among participation motivation, perceived service quality, satisfaction, and behavior intention in those structural relationships, and analyze the factors that influence marketing strategics. The results of verifying the research hypotheses are as follows: As a result of hypothesis testing, hypotheses 1-4 were supported. Motivation factors and perceived service quality had influence on satisfaction and satisfaction significantly influenced behavior intention. The findings provide unique implications for both of scholars and practitioners. Theoretical/practical implications of this study were discussed. A couple of marketing implications were suggested on the basis of the findings of this paper.