The Influence of Social Media Marketing Characteristics of Chinese Taekwondo Studios on Parents' Attitudes and Behavioral Intentions

This study investigated the relationship between the characteristics of SNS marketing in Taekwondo studio, parent attitude, and behavioral intention. Based on the derived results and discussions, results and suggestions are presented as follows. First, as a result of confirming the effect of SNS marketing characteristics on emotional attitudes among parents' attitudes, the multimedia characteristics had a significant relationship with emotional attitudes. It is necessary to provide various contents, interesting information, and actively utilize various SNS platforms. Second, as a result of confirming the effect of SNS marketing characteristics on cognitive attitudes among parent attitudes, informativity and multimedia characteristics showed a significant relationship with cognitive attitudes. It is necessary to provide accurate and prompt information and to provide various and interesting information in various platforms and ways. Third, as a result of examining the relationship between parent attitudes and behavioral intentions, all sub-factors of parent attitudes, such as emotional and cognitive attitudes, are related to behavioral intentions, and SNS should be continuously updated and satisfactory SNS marketing should be provided to parents using various platforms.