대학 축구팀 충성도와 동일시 확장을 위한 이미지요인 작용기전 : Data mining을 통한 탐색적 접근

초록

The purpose of the study is to establish a ground for image strategy to activate college football league and to present which recognized image by audience affects loyalty and identification. In addition, a practical plan would be built through checking the prediction image item about loyalty and identification. In other words, the objective is not drawing a fragmentary effect but setting the structure of specific image item. The survey was conducted to achieve the goal. Multiple regression analysis, tree analysis and path analysis were implemented to analyse 259 subjects by SPSS and AMOS. The result of the research represents that strictness, excellence and integrity should be considered for the image strategy. First, the strategy of strictness for loyalty requires an image which shows extermination of foul play. The image strategy for excellence requires an exciting image of game by managing play skillfully and for integrity requires sportsmanship. Second, the strictness image strategy for identification needs the image of extermination of foul play and acceptance of the game result. Also, excellence image strategy needs the image of skillful management of play and integrity image strategy needs the image of the extermination of matching-fix and the image of demonstration of sportsmanship.

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