웹사이트 마케팅믹스와 대학생의 브랜드인식, 브랜드태도 간의 PLS 경로모형 분석 = 스포츠 제품 구매자를 중심으로

다국어 초록 (Multilingual Abstract)

The aim of this study is to establish the business strategy needed for web site management by analyzing the influential relationship on brand recognition & brand attitude perceived by a college student who is exposed to a variety of contents through the marketing mix provided by web site; as a result, this study drew the conclusions as follows: First, in the relationship between website marketing mix and brand recognition in Hypothesis 1, it was found that the promotion factors such as a place and product had a positive influence brand recognition. Second, in the relationship between website marketing mix and brand attitude in Hypothesis 2, the promoting factor in prices was found to have a positive Putting together the results above, the website marketing has a strong point in that it can provide a diversity of products, convey the product information to college students fast and easily deliver the contents of a new prototype. Above all, website becomes easy to access at any time & place, which makes it possible for college students to easily purchase the item they want; however, in order to make management efficiency by enhancing their brand recognition or attitude, it might be necessary to do VIP marketing centering on higher-priced products, but it is judged that there is a need for making marketing efforts with focus on the products that could be readily accessible and usable to anyone.