스포츠 스타의 긍정적·부정적 이미지가 스타이미지, 기업이미지, 제품구매의도에 미치는 영향

Abstract

This study intends to analyze the influence of the positive image and negative image among a variety of images offered by sports stars as advertising models on sports stars' image, corporate image, and product purchasing intentions at this point of time when the fast-delivered advertising to information-oriented society induces the public to have high interest in sports stars, and drew the conclusions as follows: First, the t-test of sex distinction & star image, corporate image and product purchasing intentions showed women had a higher recognition of them than men, and this study was able to confirm that sports stars' image, corporate image, and product purchasing intentions are much influenced by women's positive image. In addition, the t-test revealed that men had higher negative recognition than women while women had higher recognition of reliability in star image and corporate image only than men. Such an aspect proves men's high negative recognition made them have a negative attitude toward star image, corporate image and product purchasing intentions. Second, in the t-test of marriage & star image, corporate image, and product purchasing intentions, unmarried people had higher recognition than married people, so this study confirmed that unmarried people had positive recognition and married people had higher recognition of the negative aspects than unmarried people, proving that married people had high negative recognition. Third, in the positive result of one-way ANOVA in age star image, corporate image and product purchasing intentions, there appeared a difference in positive recognition of the professionalism of star image at a level of p<.01, and of product purchasing intentions at a level of p<.001. In addition, there appeared a difference in negative recognition of reliability in star image at a level of p<.01, of professionalism at a level of p<.05, and of attractiveness at a level of p<.01 while there appeared a difference in negative recognition of corporate image and product purchasing intentions at a level of p<.001. Fourth, in the positive result of one-way ANOVA in vocation, star image, corporate image and product purchasing intentions, there appeared a difference in the positive recognition of reliability in star image at a level of p<.01, of professionalism at a level of p<.01, of attractiveness at a level of p<.05, respectively. In addition, there appeared a difference in positive recognition of corporate image at a level of p< .01, and of product purchasing intentions at a level of p<.001. Additionally, there appeared a difference in negative recognition of reliability in star image at a level of p<.05, of professionalism at a level of p<.05, and of attractiveness at a level of p<.05. Corporate image showed a difference in negative recognition at a level of p<.01 and the same was true of product purchasing intentions. Fifth, in the positive result of one way ANOVA in income, star image, corporate image and product purchasing intentions, there appeared no statistically significant difference in positive recognition of income level, star image, corporate image, and product purchasing intentions, nor did appear a statistical difference in the difference in negative recognition, either. Sixth, in the positive result of one-way ANOVA in sport stars' advertising exposure, star image, there appeared a difference in positive recognition of reliability in star image at a level of p<.001, of professionalism at a level of p<.05 while there appeared a difference in positive recognition of product purchasing intentions at a level of p<.01. In addition, in the negative result of one-way ANOVA, there appeared a difference in negative recognition at a level of p<.05 in corporate image factor. Seventh, in the result of multi-regression analysis of positive recognition of star image, corporate image, and product purchasing intentions, the reliability factor was found to have a positive influence on corporate image at a level of p<.001, and professionalism factor and attractiveness factor were found have a positive influence on corporate image at a level of p<.001, and p<.01 respectively. In addition, in the influential relationship between star image and product purchasing intentions, the reliability factor in star image and professionalism factor were found to have a positive influence on product purchasing intentions at a level of p<.001 respectively. Eight, in the result of multi-regression analysis this study conducted in an effort to inquire into the influential relationship between star image and corporate image in relation with their negative recognition, the reliability factor in star image, professionalism factor in star image, and attractiveness factive in star image were found to have a negative influence on corporate image at a level of p<.001, at a level of p<.001, and p<.01, respectively. In addition, in the influential relationship between star image and product purchasing intentions, the reliability factor in star image, professionalism factor in star image, and attractiveness in star image were found to have a negative influence on product purchasing intentions at a level of p<.0001, p<.001 and p<.05, respectively. Ninth, in the result of conducting simple regression analysis in an effort to inquire into the influential relationship between positive & negative corporate image and product purchasing intentions, there appeared a positive influence on product purchasing intentions at a level of p<.001 in the influential relationship between positive corporate image and product purchasing intentions while in the influential relationship between negative corporate image and product purchasing intentions, there appeared a negative influence on product purchasing intentions at a level of p<.001. Such conclusions taken together, the image formation accompanied by positive recognition of sports stars was found to have a positive influence on star image, corporate image, and product purchasing intentions, and on the contrary, the negative image recognition was found to have a negative influence on star image, corporate image, and product purchasing intentions. Accordingly, it is judged that it may be an important task for a corporation to screen the right sports stars in consideration of their corporate image and product image with the recognition that sports stars' image is a vital factor in doing a diversity of marketing activities through sports stars