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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제18권 제1호
발행연도
2002.11
수록면
263 - 276 (14page)
DOI
10.51979/KSSLS.2002.11.18.263

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초록· 키워드

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It executed a question investigation through the convenience sampling it used the high student, college lifestyle and general people which are 725 men and women selected who dwell in Busan, Ulsan, Masan and Sa-chun. Its purpose is that it evidently analyzed the effect that Sports sponsorship of the enterprise affects the product sale of the related enterprise and a sports activation and it presents more effective sports sponsorship strategy plan of the enterprise. In order to verify the construction which it sets from the research shown the data which is collected with base, we used the SPSS/PC+10.0 and LISREL 8.5 it analyzed the averages, interrelation and course analysis to lead and the conclusion which was analyzed from it follow that. 1. The degree which a sponsorship affects purchase intention appeared that the high participation group related with it more highly than the low participation group. 2. The degree which the sponsorship affects enterprise image appeared that the low participation group related with it more highly than the high participation group. 3. The effect which the sponsorship affects sports participation degree is that the high participation group appeared with the fact that it gives a direct effect, but the low participation group appeared with the fact that it gives an indirect effect. 4. The effect which the sponsorship affects indirect viewing intent that the high participation group appeared with the fact that it gives a direct effect, but the low participation group appeared with the fact that it gives an indirect effect. 5. The degree which the sponsorship affects direct viewing intent appeared that the low participation group related with it more highly than the high participation group. From the result with over, the sports sponsorship gives a direct effect not only the image change with the enterprise of the consumer and purchase intention but also in the sale of the enterprise. Therefore, we should make every effort to select the sports item which correspond with the aim and image of our enterprise and sports event in oder to create the enterprise profit through this product sale effect.

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