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왜 기업들은 e스포츠 스폰서십에 주목하는가? : e스포츠 팀 브랜드연상이 스폰서십 인식 및 구매의도에 미치는 영향을 중심으로
신재호(Shin, Jae-Ho),양서형(Yang, Seo-Hyung),정현태(Jeong, Hyun-Tae),배상우(Bae, Sang-Woo) 한국사회체육학회 2023 한국사회체육학회지 Vol.- No.93
Purpose: The purpose of this research is to examine the reasons behin dthe growing trend of corporations investing in e-sports sponsorship. Specifically, the stduy aims to investigate the influence of e-sport steam brand associations on sponsorship recognition and purchase intention among e-sports fans. By delving into these dynamics, the study seeks to provide valuable insights for e-sports sponsor companies, guiding their marketing strategies, and contributing to the advancement of knowledge in the e-sports industry. Method: To achieve the research goals, a survey was conducted among 250 e-sports viewers. The collected data were analyzed using various statistical techniques, including descriptive statistics, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The data analysis was performed using the statistical program SPSS 25.0, with a significance level of .05 was set for all analyses. Results: The findings revealed several significant findings. Firstly, with respect to sponsorship recognition, the sub-factor of corporate image exhibited a statistically significant impact, particularly through attitude association. Secondly, regarding event contribution, only attribute association exhibited a statistically significant impact. Thirdly, in terms of communication, attitude assoication demonstrated a statistically significant influence. Fourthly, purchase intention was significantly influenced by attitude association. Finally, the subfactor of benefit association for e-sports team association di dnot show any statistically significant impact on any sub-factors of sponsorship recognition or purchase intention. Conclusion: The results of this study are particularly noteworthy as it ihghlights distinct differences in the characteristics and values of e-sports viewers compared totr aditional sports viewers. This divergence from existing research on traditional sports viewers underscores the importance of developing special - ized measurement tools specifically designed for the e-sports industry. To foster the growth of e-sports, a dedicated academic perspective that recognizes its unique attrbiutes is imperative, different from those of traditional sports. These findings underscore the need for a fcoused and dedicated approach to e-sports research to better comprehend and support the evolving dynamics of this rapidly expanding industry.
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