스포츠 A보드 및 유니폼 광고에 대한 소비자 인식수준과 구매의도 관계 = The Relationship between Consumers Awareness Levels and Purchase Intention Over A-Board and Uniform Advertisement

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the relationship between Consumers Awareness Levels and Purchase Intention Over A-Board and Uniform Advertisement. The main purpose of study was to analyze the difference in consumers' behaviors and to examine the degree of recognition by types of advertisements by means of dividing sports advertisements into A-board advertisements and uniform advertisements. The subject of study was selected by stratified cluster random sampling method from 598 high school students and adults who watched 2003 Daegu FC and Samsung Lions in Daegu. They were 397 males and 201 females.
The instrument of study were abstracted from pre-research of Par(1996) and Chu(1998) to measure consumers' behaviors and recognition question used by Um (2000) and Kim (2003). These methods were amended and complemented to fit in this study. The data were subjected to frequency analysis, crosstabulation analysis, one-way ANOVA and multiple response analysis using the window SPSS PC 10.0 program. The level of significance of all hypothesis tests was α=.05 From the analyses of the data, the results of this study were as following: In conclusion, as shown in the correlation relationship between effective level and purchase level, the higher respondents had recognition levels, the higher they had purchase levels, and this suggests that it (featuring corporations for A-Board and Uniform advertisement) was statistically significant not only for corporate recognition but for corporate brands enhancement.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과 및 논의
• Ⅳ. 결론
• 참고문헌
• ABSTRACT