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논문 기본 정보

자료유형
학술저널
저자정보
김중현 (연세대학교) 고경진 (고려대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제21권 제1호 (인문·사회과학편)
발행연도
2012.2
수록면
511 - 525 (15page)

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초록· 키워드

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This study was intended to examine the relationship between sponsorship images and intent to purchase based on types of involvement in sports to present reliable data for establishing favorable consumer segmentations in terms of their behavior. For the this study, a total of 300 subjects, who attend universities around the Seoul metropolitan region. were selected, and convenience sampling method was employed to obtain their response. In order to attain the goal of this study, SPSS 15.0 was utilized to implement factor analysis for validity and Cronbach’s a for reliability and correlation analysis. In addition, confirmatory factor analysis was performed to evaluate the model fit of established research models by means of AMOS 7.0. Finally, path analysis was made in order to verify the established hypotheses. Results obtained from these analyses are presented below. First, the two types (watching and activities) of the sport involvement did not have a statistically significant positive relationship with sponsorship images. Second, a trust establishment factor among the sponsorship images gave statistically significant influences on intent to purchase. Third, of the sponsorship images, a sport development factor had a statistically significant positive relationship with intent to purchase.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2013-692-001764933