Structural Relationship Between Perceived Value, Customer Behavior, and Continuous Use Intention of Sports Business Platform Users

The purpose of this study is to provide basic data and implications for establishing a management strategy by analyzing the relationship between perceived value, customer behavior, and continuous use intention of sports business platform users through a structural model. Data were analyzed according to the purpose of the study and the results were derived, and the following conclusions were obtained based on discussions through hypothesis verification and comparison with previous studies.<br/> First, it was found that the perceived value of sports business platform users had a significant relationship with customer satisfaction. Second, it was found that the perceived value of sports business platform users had a significant relationship with customer reliability. Third, it was found that the perceived value of users of the sports business platform had no significant relationship with the intention to continue using it. Fourth, it was found that the customer satisfaction of users of the sports business platform had a significant relationship with the intention to continue using. Fifth, it was found that the customer reliability of sports business platform users had a significant relationship with the intention to continue using.<br/> The sports business platform can be said to be an area more sensitive to customer satisfaction and customer reliability factors. Therefore, ease of use and interactivity in sports business platforms should be considered as key strategic measures.