모바일 스포츠 웹사이트 품질과 신뢰도, 만족도 및 충성도 간의 관계분석

With the prevalence of mobile Internet service, more and more sport fans are turning their attention to mobile sport websites. With that in mind, this study aimed to examine the relationship between mobile sport website quality and its outcome factors which are m-trust, m-satisfaction, m-loyalty, and actual sport consumption behavior. A total of 257 usable surveys were collected from students at two universities in the United States. Data were analyzed with structural equation modeling (SEM) using SPSS 22.0 and Amos 18.0. Results of the current study are as follows: First, personalization/customization was the most important quality factor out of the six. Second, the overall M-SWQ had significant direct impacts on M-trust and M-satisfaction. Third, M-trust had a significant direct impact on M-satisfaction. Fourth, while M-Trust did not directly influence M-Loyalty, M-Satisfaction had a direct effect on M-Trust. However, M-Trust indirectly influenced M-Loyalty through M-Satisfaction. Lastly, M-Trust significantly influenced actual use of mobile sport website. The findings of the current study would serve as an initial entry point in understanding of how sport fans perceive the quality of mobile sport website. Thus, it is critical for sport marketers to enhance the quality of mobile sport websites when constructing and managing them.