피트니스 프로그램 참가자의 정서표현성, 여가만족도, 감정적충성도 및 재구매의도의 구조적 관계

The purpose of this study was to investigate the causal relationships among emotional expressivity, leisure satisfaction, affective loyalty, and repurchasing intention for participants in group exercise programs. The sample consisted of 419 participants from six sport centers located in Seoul, Korea. Data for this study were obtained by using convenience sampling technique. The data were recorded and analyzed using the SPSSWIN 19.0 and AMOS 19.0 statistical computer package. Findings in the present study are as follows: First, findings indicated causal relationships among emotional expressivity, leisure satisfaction, affective loyalty, and repurchasing intention. Second, educational and environmental subcomponents in the leisure satisfaction had positive and significant impact on affective loyalty. Third, the health satisfaction subcomponent in the leisure satisfaction construct had positive and significant impact on repurchasing intention. Finally, affective loyalty was found to have positive and significant impact on repurchasing intention. Implications for developing marketing strategies for fitness program were discussed in relation to leisure satisfaction, affective loyalty, repurchasing intention, and emotional expressivity.