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스포츠 관여도와 스폰서-이벤트 간 관련성이 스폰서십 효과에 미치는 영향 스폰서십에 대한 신념, 스폰서 동기 지각의 매개역할을 중심으로

The Influence of Sport Involvement and Relevance between Sponsor and Event on the Effect of Sponsorship Mediating Role of Belief about Sponsorship and Perception of Sponsoring Motive

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주제분류신문방송학

초록

본 연구에서는 스포츠에 대한 소비자 관여도가 스폰서십에 대한 신념에 미치는 영향, 스폰서십에 대한 신념과 스폰서-이벤트 간 관련성이 스폰서 동기 지각에 미치는 영향, 스폰서 동기 지각과 스폰서십에 대한 신념이 스폰서에 대한태도에 미치는 영향, 마지막으로 스폰서에 대한 태도가 제품 구매의도에 미치는영향을 구조방정식 모형 분석을 통해 종합적으로 검증해 보았다. 연구 결과 첫째, 소비자들의 스포츠 이벤트에 대한 관여도가 높을수록 스폰서십이 스포츠이벤트에 도움이 된다는 신념도 높은 것으로 나타났다. 그리고 이러한 신념은스폰서의 동기를 이타적으로 추론케 하고, 스폰서에 대한 긍정적 태도 형성을이끌었다. 둘째, 스포츠 스폰서십에서 스폰서-이벤트 간 관련성이 높을수록 소비자는 스폰서의 이타적 동기를 더 추론하였고, 이기적 동기는 덜 추론하였다. 셋째, 소비자가 스폰서의 스폰서십 동기를 이타적으로 추론할수록 스폰서에 대한 태도가 긍정적인 것으로 나타났다. 넷째, 소비자들은 스폰서에 대한 태도가긍정적일수록 스폰서 브랜드의 구매의도도 높게 나타났다. 마지막으로 이러한연구 결과를 바탕으로 후속 연구 및 관련 실무자들에 대한 함의를 제시하였다.

Abstract

The purpose of this study was to investigate the influence of sport involvement and relevance between sponsor and event on the attitude toward sponsor and purchase intention. Results of this study suggest that sport involvement, belief about sponsorship and relevance between sponsor and event has positive influence on attitude toward sponsor. Belief about sponsorship and relevance between sponsor and event generate consumer attributions of altruistic motives and enhances attitude toward sponsor. And the effects of belief about sponsorship and perception of sponsoring motive on purchase intention were mediated by attitude toward sponsor. Based on these results, some implications can be made for future research.

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