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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제39권 제1호
발행연도
2010.2
수록면
137 - 147 (11page)
DOI
10.51979/KSSLS.2010.02.39.137

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초록· 키워드

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The purpose of the current study is to examine the influence of recognition of sponsorship on the propensity to purchase and customer`s decision-making for purchasing in order to analyze the relationship between the propensity to purchase and decision-making for purchasing according to recognition of sponsorship. For the above study purposes, a total of 260 persons were collected through convenience sampling and 242 copies were used except insincere replies with omitted answers. The following study results were found according the above study method. First of all, in the influence of recognition of sponsorship on the propensity to purchase, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence awareness and loyalty. Secondly, in the influence of recognition of sponsorship on decision-making for purchasing, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence intention to purchase and customer reliability. Thirdly, in the influence of the propensity to purchase on decision-making for purchasing, it was found that awareness and loyalty of the propensity to purchase meaningfully influence intention to purchase and customer reliability. In conclusion, it is deemed that recognition of sponsorship influences the propensity to purchase and decision-making for purchasing. Therefore, it is necessary that companies should reinforce communication activities through TV, radio and internet in order to help customer`s propensity to purchase and decision-making for purchasing.

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