마케팅 커뮤니케이션이 스포츠 소비자의 구매행동에 미치는 영향 및 브랜드 이미지의 매개효과 분석 연구

Abstract

The main purpose of this research was to find the effect of marketing communication on sports consumer’s purchasing behavior, to seek mediation effect of brand images and establish guided marketing tactics to help consumers to purchase products by providing basic data to assist brand’s tactical errors. The survey was carried out by 430 student’s currently attending universities in ‘B’ metropolitan city, 27 of the survey that were lack of sincerity or overlapped were excluded during the data collecting process. Thus 403 survey were used during the main research, by analyzing exploratory factors to find out the validity, every question showed percentages more than 50% which exceeded the standard and Cronbach`α examination was made showing a high reliability of .906∼.709. The final study surveys were processed with window SPSS ver.22.0, every analysis statistical significance level was fixed to p=.05. Analytic techniques that were used are analysis of frequency, exploratory factor analysis, correlation analysis, simple and mediation regression analysis and Cronbach`s ⍺ value result. The conclusion of the research during this process came to this. First, Marketing communication had a positive influence of the brand’s image. Second, Marketing communication had a positive influence on the consumer’s purchasing behavior. Third, Brand’s image had a positive influence on the consumer’s purchasing behavior. Forth, Brand’s image had mediation effect on sports consumer’s purchasing behavior through marketing communication.