Modification and Revision of the Scale of Market Demand for Taekwondo Schools

Abstract

The purpose of this study was to modify and revise the Scale of Market Demand for Taekwondo Schools (Kim, Zhang, & Ko, 2009). A questionnaire was developed that consisted of the revised Scale of Market Demand for Taekwondo Schools with seven factors (personal improvement activities, physical environment quality, instruction staff quality, program activities and offerings, cultural learning, locker room provision, and economic condition consideration), member satisfaction and member commitment variables, and demographic variables. Research participants (N = 552) were Taekwondo school participants who resided in the United States and voluntarily participated in the survey study. Conducting confirmatory factor and structural equation model analyses, the revised Scale of Market Demand for Taekwondo Schools with 7 factors and 54 items was found to have good validity and reliability characteristics. Discussion is centered on the theoretical relevance of the conceptual dimensions and their applications in marketing research and practice.

Keywords:

• martial arts
• marketing research
• scale development

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