A Study on the Controlling Effect of SNS Characteristics in the Relationship between Service Quality, Service Satisfaction, and Continuous Use Intention of Taekwondo Hall

This study aims to understand the mediating effect of a study on the controlling effect of SNS characteristics in the relationship between service quality, service satisfaction, and continuous use intention of Taekwondo Hall. The subjects of this study were male and female adolescents who have been training at the Taekwondo studio for more than six months as a target group. A 350-page questionnaire was distributed to trainees at 21 taekwondo academies, of which 317 questionnaire data were used for actual analysis, excluding 33 copies that were judged to be unfaithful. The service quality measurement was modified and used to suit the purpose of this study based on the questions used in the study of Ge(2023) and Jang(2011) based on the SERVQUAL of Parasuraman, Zeithaml, & Berry (1998). In addition, the service satisfaction questionnaire used in this study consisted of five questions that were modified to suit the purpose of this study based on the questions used in studies such as Jin(2023), Kim(2021). Descriptive statistical analysis was performed using SPSS 24.0 Window Version for data processing in this study, and AMOS 24.0 was used to verify the model fit and research hypothesis for the research model through confirmatory factor analysis and structural equation model analysis. In addition, a multi-group structural equation model analysis was conducted on the effect of controlling group differences by SNS characteristics. The findings are as follows. First, this study hypothesis I was adopted. Second, this study hypothesis II was adopted.