부산대학교 도서관

Purpose: The purpose of the research is to analyze the impact of the service quality of sports shopping malls on consumers’ customer behavior, provide basic data necessary ofr the operation of sports shopping malls , and further seek ways to develop the consumption culture of sports shopping malls. Methods: The study selected people who have purchased ski equipment on the Internet as a population, and selected visitors from three ski resorts in Gangwon Provinec through the Convenience Sample Collection Method for the 2019 & 2020 season and used 216 data. Using the questionnaire, the service quality of the sports shopping mall (interaction 3 questions, efficiency 4 que stions, order processing 4 questions, information quality 3 questions, stability 3 questions, and design 3 uqestions), satisfaction level 4 questions and repurchase 4 questions were selected. The significance level was p<.05. Results: First, the hypothesis 1 that the service quality of sports shopping malls would have a relationship of satisfaction and impact was positive for interaction, informatlyi , stability and design. Second, the hypothesis 2 that the quality of service in sports shopping malls would hav ean impact on repurchase and was positive fo r repurchase, information, stability and design. Third, the satisfaction level of the sports shopping mall was positive in hypothesis 3 that there would be an impact on repurchase. Conclusion: First, it is necessary to provide continuous product information to the consumers for the interaction so that they can communicate with the information of shpoping malls. Second, efforts will also need to be made to inform consumers that their information is kept saf eas consumers’ personal information can be easily exposed. Third, when consumers use the design of shopping malls, it will have positive effect on the operations if they are informed of various events and productn iformation as well as continuous updates to make them convenient.