스포츠관여도에 따른 스포츠스타의 속성이 구매의도에 미치는 영향

Abstract

The effect of the property of sports star on purchase intension according to sports involvement : by type of product

Ji-hoon Ahn

Major in Physical Education Graduate School of Education Pukyong National University

Abstract

The purpose of this study is to analyze the property of the sports star and the difference of purchasing intention according to the sports involvement by type of product, to investigate an impact of the property of the sports star on purchasing intention. To achieve this, the valid sample data of two hundreds of Univ. students in Busan (2010) was analyzed using purposeful sampling. The questionnaire which was used in this study consists of total 50 questions that are 4 questions about demographic background, 10 questions about the sports involvement and 14 questions about the property of the sports star, 4 questions about purchasing intention in sports-related products and 14 questions about the property of the sports star, 4 questions about purchasing intention in sports-unrelated products. Factor analysis, an exploratory factor, reliability analysis, T-verification and multi regression analysis were conducted as the method to analyze this data by for Testing of Statistical Hypothesis by using SPSS Ver. 12.0. The results that are deduced in this study based on purpose of this study, method of this, analysis results of this are as follow:

A. The property of the sports star depending on the sports involvement by type of product will have differences. A-1. The result found no difference in the credibility between consumers with high and low sports-involvement in sports-related product advertisement. A-2. The result found the difference in the professionalism between consumers with high and low sports-involvement in sports-related product advertisement. A-3. The result found no difference in the attraction between consumers with high and low sports-involvement in sports-related product advertisement. A-4. The result found the difference in the credibility between consumers with high and low sports-involvement in sports-unrelated product advertisement. A-5. The result found the difference in the professionalism between consumers with high and low sports-involvement in sports-unrelated product advertisement. A-6. The result found the difference in the attraction between consumers with high and low sports-involvement in sports-unrelated product advertisement. B. There will be the difference of purchasing intention according to the sports involvement by type of product. B-1. The result found no difference in the purchasing intention between consumers with high and low sports-involvement in sports-related product advertisement. B-2. The result found the difference in the purchasing intention between consumers with high and low sports-involvement in sports-unrelated product advertisement.

C. The property of a sports star model in advertising can influence the purchasing intention. C-1. The result found that the credibility of sports star model in advertising dose not influence the purchasing intention in sports-related product advertisement. C-2. The result found that the professionalism of sports star model in advertising influences the purchasing intention in sports-related product advertisement. C-3. The result found that the attraction of sports star model in advertising influences the purchasing intention in sports-related product advertisement. C-4. The result found that the credibility of sports star model in advertising dose not influence the purchasing intention in sports-unrelated product advertisement. C-5. The result found that the professionalism of sports star model in advertising influences the purchasing intention in sports-unrelated product advertisement. C-6. The result found that the attraction of sports star model in advertising influences the purchasing intention in sports-unrelated product advertisement.