스포츠 브랜드 콜라보레이션의 조화수준에 따른 명시적 및 암묵적 태도가 구매의도에 미치는 영향

Abstract

The purpose of this study was to verify the difference between the explicit and implicit attitudes according to the level of congruity of sports brand collaboration and consumer’s need for uniqueness, and to verify the relationship between explicit and implicit attitudes and purchase intention. We applied 3X3X2, mixed-factorial experimental design to achieve the research goals. Our study was conducted in 2023 on 200 students of university in Busan, Korea. After viewing the experimental stimuli, subjects took the ST-IAT to measure implicit attitudes, and then we asked subjects to respond to questionnaires on explicit attitudes, purchase intention, and need for uniqueness. A confirmatory factor analysis was conducted to assess the reliability and validity of the measurement items, followed by three-way repeated measures analysis of variance and structural-equation modeling to test the hypotheses of the study. We obtained several key results: First, there was no significant difference in explicit attitudes between groups according to the level of sports brand collaboration congruity. Second, there was no significant difference in implicit attitudes between groups according to the level of sports brand collaboration congruity, but the higher the consumer's need for uniqueness, the more positive implicit attitudes toward sports brand collaboration. Third, implicit attitudes had a positive effect on explicit attitudes. Fourth, explicit attitudes had a positive effect on purchase intention. Fifth, implicit attitudes had no effect on purchase intention, suggesting that explicit attitudes play a complete mediation role in the relationship between implicit attitudes and purchase intention. Sixth, the interaction effect of collaboration congruity level and need for uniqueness on explicit attitude is significant. Specifically, when collaboration is at a high level of congruity, those with a high need for uniqueness form more positive explicit attitudes than those with a low need for uniqueness. Seventh, there was no significant interaction effect between collaboration congruity and need for uniqueness on implicit attitudes. This study measured consumers' implicit attitudes, which have not been explored in previous sports brand collaboration studies, and founded that the higher the need for uniqueness, the more positive the implicit attitudes toward sports brand collaboration. This study suggested that consumers' attitudes and purchase intentions are shaped by psychological characteristics such as individual need for uniqueness rather than the level of sports collaboration congruity, and provided meaningful practical implications for relevant practitioners should conduct marketing that targets consumers with high need for uniqueness.