스폰서십 인식에 따른 구매성향과 구매의사결정과의 관계

최환석(Hwan Suk Choi) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.39

The purpose of the current study is to examine the influence of recognition of sponsorship on the propensity to purchase and customer`s decision-making for purchasing in order to analyze the relationship between the propensity to purchase and decision-making for purchasing according to recognition of sponsorship. For the above study purposes, a total of 260 persons were collected through convenience sampling and 242 copies were used except insincere replies with omitted answers. The following study results were found according the above study method. First of all, in the influence of recognition of sponsorship on the propensity to purchase, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence awareness and loyalty. Secondly, in the influence of recognition of sponsorship on decision-making for purchasing, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence intention to purchase and customer reliability. Thirdly, in the influence of the propensity to purchase on decision-making for purchasing, it was found that awareness and loyalty of the propensity to purchase meaningfully influence intention to purchase and customer reliability. In conclusion, it is deemed that recognition of sponsorship influences the propensity to purchase and decision-making for purchasing. Therefore, it is necessary that companies should reinforce communication activities through TV, radio and internet in order to help customer`s propensity to purchase and decision-making for purchasing.

2014 인천아시안게임 공식스폰서의 활동성과가 기업 이미지, 인지도 및 충성도에 미치는 영향

노동연(Roh, Dong-Yun),오준석(Oh, Joon-Seok) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.61

This study was designed to shed light on the effect of sponsorship activities performance on corporate image, corporate recognition and loyalty of 17th Asian Games Incheon 2014. To accomplish such research purpose, researcher identified the causal relationship through regression analysis after having established relationship models among sponsorship activities performance, corporate image, corporate recognition and loyalty on precedent research works and hypothetical model. 384 participants were sampled from the students for the Y university located in Gyeonggi region by using convenient sampling method. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis, regression analysis, path model analysis using SPSS 18.0 program. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on corporate image. Second, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on corporate recognition. Third, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on loyalty. Forth, corporate image had positive influence on corporate recognition. Fifth, corporate image had positive influence on loyalty. Sixth, corporate recognition had positive influence on loyalty.

스폰서십 유형에 따른 스폰서십 효과

이용재,강준호 釜山大學校 附設 體育科學硏究所 2007 體育科學硏究所 論文集 Vol.23 No.1

The purpose of this study was to find out the effectiveness of defferent types of sports sponsorship. To perform this study various sponsorship tools patterns (TV sponsorship, Field sponsorship, and Announcement) were examined. The study was performed under the object of how certain sponsorship affect TV viewer's aided and unaided recall. The subjects of this study were university and graduate students under 30 years old and resident in Seoul area.....

2002년 한/일 월드컵의 후광효과: 장기적인 관점에서 공식후원사의 인지도 변화

이승철,이광수 한국체육과학회 2004 한국체육과학회지 Vol.13 No.1

The purpose of this study is to examine halo effect of 2002 FIFA WorldCup Korea/japan. I attempted to analyze long-term of change brand recognition of official sponsor corporation of 2002 FIFA WorldCup Korea/japan. To achieve this aims, The subject collected 408 students in the open cyber university 1-14th June, 2003. The Questionnaire consisted of 5 Items. The data were analyzed by the frequency analysis using SPSS 10.0. The results can be summarized as follows;The official sponsor corporation showed higher total brand recognition than non-official sponsor corporation. On the other hand, such SK telecom, NIKE, NAVER, LOTTERIA, non-official sponsor was showed high brand recognition.

프로야구 타이틀스폰서십활동이 스폰서제품 이용의도에 미치는 영향

김용만 ( Yong Man Kim ),김지훈 ( Ji Hun Kim ),허진 ( Jin Hur ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.1

본 연구의 목적은 프로야구 타이틀스폰서십 활동이 브랜드 인지도, 브랜드 친숙도, 브랜드 태도, 스폰서제품 이용의도에 미치는 영향을 규명하는 것이다. 연구대상은 ‘2009 CJ마구마구 프로야구’에 참가하는 구단 중 연고지가 수도권 지역인 LG트윈 스, 두산베어즈, SK와이번즈 그리고 우리히어로즈의 고등학생 이상의 홈 관중 100명씩 총 400명을 대상으로 실시하였다. 표본 은 편의표본추출법에 의해 추출하였으며, 전체 표본 중 불성실하게 응답한 것으로 판단되는 57부의 설문을 제외한 총 343부를 최종유효표본으로 선정하였다. 결과분석을 위하여 활용된 통계기법은 SPSSWIN Ver.14.0을 사용하여 빈도분석, 탐색적 요인분 석, 신뢰도 분석 및 상관관계 분석을 하였으며, AMOS 7.0을 사용하여 확인적 요인분석(CFA)과 구조방정식모형분석(SEM)을 하였다. 본 연구의 결과는 다음과 같다. 첫째, 프로야구 타이틀스폰서십 활동 중 이벤트기여와 이미지제고만이 브랜드 인지도 에 통계적으로 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 인지도는 브랜드 친숙도에 통계적으로 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 브랜드 인지도는 브랜드 태도에 통계적으로 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 브 랜드 인지도는 이용의도에 통계적으로 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 브랜드 친숙도는 이용의도에 통계적으 로 부(-)의 영향을 미치는 것으로 나타났다. 여섯째, 브랜드 태도는 이용의도에 통계적으로 정(+)의 영향을 미치는 것으로 나타 났다. The purpose of this study was to clarify the influence of title sponsorship activities in professional baseball on the brand recognition, brand familiarity, attitude toward brand, and intent of use for the sponsor products. Subjects were selected from a total of 400 fans with 100 fans each from the home teams of LG Twins, Doosan Bears, SK Wyverns, and Heroes that have their home teams in the capital region from the teams participated in ‘2009 CJ Ma9Ma9 Professional Baseball’. Sampling was formulated by the convenience sampling, and a total of 343 questionnaires, excluding 57 questionnaires determined as responding without due care from entire samples, were selected as the effective final samples. For data processing, SPSSWIN Ver. 14.0 and AMOS 7.0 were facilitated to confirm the goodness of fit of models and verify the individual hypotheses. Result of this research is shown as follows. First, from the title sponsorship activities in professional baseball, event contribution and image enhancement were shown to make positive(+) statistical influence on the brand recognition. Second, the brand recognition was shown to make positive(+) statistical influence on the brand familiarity. Third, the brand recognition was shown to make positive(+) statistical influence on attitude toward brand. Fourth, the brand recognition was shown to make positive(+) statistical influence on the intent of use. Fifth, the brand familiarity was shown to make negative(-) statistical influence on the intent of use. And, sixth, attitude toward brand was shown to make positive(+) statistical influence on the intent of use.

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.

The Effects of Sport Sponsorship Recall and Recognition on Purchase Intention

Baek Woo-yeul(백우열),Kim Sung-Kyeom(김성겸) 한국스포츠산업경영학회 2008 한국스포츠산업경영학회지 Vol.13 No.1

본 연구는 한국프로농구 관중들의 스폰서 기업들에 대한 회상과 인지 수준의 차이가 있는지, 그리고 회상과 인지 수준과 구매의도 와의 관계를 실증적으로 분석함으로써, 어떤 방법을 이용하여 스폰서십 인식 정도를 평가하는 것이 효과적 스폰서십 측정에 적합한지를 밝힐수있는 실증적인 기초자료를 제시하는데 그 목적이 있다. 서울의 프로농구관중을 모집단으로 설정한 후 경기장(삼성, SK)에서 회상과 인지 별로 250명씩을 비확률 표본추출법 중 편의표본추출법(convenience sampling)을 사용하여 설문지를 배포하였으며 이 중 회상 181(72.4%), 인지 210(84.0%)부의 자료가 실제 분석에 사용되었다. 기술통계분석 결과 인지 수준이 회상 수준에 비해 스폰서 기업들을 지각하는 정도가 높게 나타났다. 그리고 단순희귀분석 결과 스폰서십 회상 수준은 구매의도에 통계적으로 유의하게 영향을 미치는 것으로 나타났다(p<.05). 비록 재인식 수준이 회상 수준에 비해 스폰서십 인식 비율이 더 높게 나타났지만, 회상을 이용한 방법이 인지를 이용한 방법보다 구매의도에 대한 스폰서십 효과성의 중요성을 측정하는 데는 더 적합할 것이라는 것을 연구결과 나타내고 있다. The purpose of this study was to examine the difference in the levels of sponsorship awareness of men's Korea Basketball League (KBL) fans between a recall and a recognition measurement and the effects of sponsorship recall and recognition on purchase intention. Two hundred and fifty questionnaires for each method were distributed at a men's KBL final round by using a mall intercept approach as spectators exited the arena Two different groups of subjects, which consisted of 181 (72.4%) recall and 210 (84.0%) recognition respondents, participated in this study. Descriptive statistics showed that the sponsorship recognition rates were higher than the recall rates. A simple linear regression analysis revealed that the sponsorship recall had mild but statistically significant effects on purchase intention (p<.05). Although a recognition measure showed higher sponsorship awareness rates, a recall method may be more suitable for measuring sponsorship awareness compared to a recognition method when sponsorship effectiveness in terms of purchase intent is a major interest.

스포츠산업,경영학 : 3대3 농구대회 스폰서십을 통한 기업인지도 분석

이상일(SangIlLee),유현순(HyunSoonYu),하수영(SuYoungHa) 한국체육학회 2004 한국체육학회지 Vol.43 No.6

This analytic research aims to help the entrepreneur`s understanding on utilizing customer-participating sports events as a marketing tool in elevating their brand recognition through sponsorship of the events by providing the ground data. The study reveals the influence of each participant`s attitudes towards event, brand, involvement, and their brand recognition of certain products by analyzing them. In order to achieve the goal, we selected a group of 684 participants in ADIDAS 3on3-basketball tournament. SPSS (Window Ver.10.0), statistical analysis program was used to reconcile the collected input data comprised of factor analysis, reliability analysis, frequency analysis, one-way ANOVA analysis, analysis of correlation, and analysis of multiple regression. The fallowings are conclusive results First, the participants` attitude towards the events, level of involvement, brand recognition displayed evident differences. Second, the analysis on the attitude towards the events, brand, involvement and brand recognition for each sport showed that the differences were obvious in the attitude towards the event, brand, high level of involvement, low level of involvement, and company recognition during participation period, in the attitude towards high level of involvement for the event participation frequency and in the attitudes towards high level of involvement, low level of involvement, and brand recognition for the length of participating period. Third, the result of analysis on the attitude towards the event, brand, involvement, and brand recognition revealed that there is statistical interrelation among them. In the analysis on the influential effect of attitude towards the events, brand, and involvement revealed that attitude towards brand and involvement were proven to exert influence on the brand recognition, especially high level of involvement being relatively most influential factor.

조직후원인식이 직원 인게이지먼트와 직무만족에 미치는 영향: 서울지역의 특1급 호텔직원을 중심으로

김경자 ( Kyungja Kim ) 관광경영학회 2019 관광경영연구 Vol.88 No.-

The purpose of this study is to find out the effect of hotel sponsorship recognition on employee engagement in a total of 346 employees of a first - class hotel company in Seoul, The results of this study are summarized as follows. As a result, the emotional sponsorship recognition and the instrumental sponsorship recognition of organizational sponsorship awareness are both sensitive to emotional edge and job involvement, and hotel companies respect employee opinions, show interest in welfare welfare, Efforts should be made to help improve performance with sufficient support for performance. The effect of organizational sponsorship perception on job satisfaction was found to have a significant effect on emotional sponsorship perception, but not on perceived sponsorship perception. Employees are less satisfied with the welfare provided by the hotel, and show the influence of the job satisfaction department on the active assistance of the hotel, clarity of the work distribution, and the supply of human resources. Term and long - term plans for enhancing job satisfaction through raising the awareness of donor support. Job satisfaction has a more crucial role in job satisfaction. I have made a strategic suggestion that I need to understand and satisfy the ultimate values that employees seek to improve emotional engagement and job engagement.

프로스포츠 소비자의 스폰서십 인식이 구매성향과 구매의사결정에 미치는 영향

김명호 한국스포츠학회 2016 한국스포츠학회지 Vol.14 No.2

본 연구는 프로스포츠 소비자의 스폰서십 인식이 구매성향 및 구매의사결정에 미치는 영향을 규명하는데 목적이 있다. 본 연구를 위하여 프로야구 관람객 250명을 설문조사하여 236명의 자료를 최종분석에 이용하였다. 자료처리방법으로 SPSS 21.0 통계프로그램을 이용하여 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 그리고 다중회귀분석을 실시하 였다. 본 연구의 결과는 다음과 같다. 첫째, 스폰서십 인식의 기업효과와 이해기준은 구매성향의 인지도와 충성도에 유 의한 영향을 미치는 것으로 나타났다. 둘째, 스폰서십 인식의 기업효과와 이해기준은 구매의사결정의 구매의도와 소비 자신뢰에 유의한 영향을 미치는 것으로 나타났다. 결론적으로 스폰서십 인식은 구매성향 및 구매의사결정에 영향을 미 친다는 것을 확인하였다. 따라서 기업들은 스포츠 소비자들의 구매성향과 구매의사결정에 도움이 될 수 있도록 경기장 광고, 매스미디어, 인터넷 등을 통한 적극적인 커뮤니케이션 활동이 요구된다고 할 수 있다. The purpose of this study was to examine the influence of recognition of sponsorship on the propensity to purchase and customer’s decision-making in pro-sport. A total of 250 questionnaires were distributed and Finally 236 copies were used for the final analysis after incomplete responses were excluded. SPSS 21.0 was used to analyze collected data. Descriptive analysis, frequency analysis, reliability analysis, and multi-regression analysis were also conducted to test hypotheses established. As the results of the analysis, the findings of this study were as follows. First, in the influence of recognition of sponsorship on the propensity to purchase, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence awareness and loyalty. Secondly, in the influence of recognition of sponsorship on decision-making for purchasing, it was found that interest level and understanding criteria of recognition of sponsorship meaningfully influence intention to purchase and customer reliability. In conclusion, it is deemed that recognition of sponsorship influences the propensity to purchase and decision-making for purchasing. Therefore, it is necessary that companies should reinforce communication activities through stadium advertisement, mass medea and internet in order to help sports customer’s propensity to purchase and decision-making for purchasing.