아마추어 골프 스폰서십을 통한 구매의사 결정 경로 분석

초록

The purpose of this study was to validate a influential process on Sport sponsorship purchase decision of national companies through amateur golf. A survey was conducted, with 268 samples of amateur golf player, using convenience sampling among the nonprobability sampling method. For the variables of this study, sponsorship exposure route was selected as an Independent variable and purchase decision was selected as a dependent variable. To extract usually result brand image was selected as a intermediary factors regression analysis. For all variations, reliability analysis, factor analysis, and correlation analysis were conducted. And to verify the influencing relation of variations, regression analysis was used. To test appropriateness of structural model, path analysis was conducted. According to study result, the results are as follows. First, exposure route are reduced in to sponsor, endorsement equipment, and endorsement wear factor. Brand image is reduced in to soft image and hard image factor, and Purchase decision, in to transmission and purchasing factor. The result revealed that all factors are correlated positively. Second, the factors have effect on soft image are upper garment and commercial of golfer. Upper garment, shoes, hat were the factors that influence hard brand image. Third, brand image of clearness and joy is influential with transmission and interest, joy, clearness, and highly wrought are influential with purchasing. Fourth, hat, glove, exposure route of broadcasting sponsor influence for transmission directly. For purchasing behavior, ball sponsor, title sponsorship, and gallery exposure are the influential factors. Fifth, according to intermediary effectiveness of structural model sponsor influences purchasing and reveals positive effectiveness through soft image.

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