글로벌 스포츠 브랜드의 소비에 있어 자민족중심주의의 중재효과

초록

The purpose of this study was to test moderating roles of consumers‘ ethnocentrism between two causal relationships, perceived brand globalness(PBG)>>>perceived brand quality(PBQ) and PBQ>>>watching intention(WI). For the study, the Barclays Premier League, which has been considered one of the most globalized professional sports leagues, was selected. Data for the study were collected from 188 students attending a large university in the western Singapore. The questionnaire utilized in the study included 11 items measuring PBG(three items), PBQ(two items), WI(two items), and ethnocentrism(four items), which were borrowed and modified from the past literature. For data analyses, structural equation modeling and multi-group invariance techniques using the AMOS program were employed to test the hypotheses. Results revealed that there was a significant difference of path coefficients from PBQ to WI between the high and low ethnocentrism groups. However, no significant difference of the path coefficients from PBG to PBQ between the groups was found. It was concluded that consumers' ethnocentrism in the Barclays Premier League played a moderating role in the relation between PBQ and WI.

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