2019 세계수영선수권대회의 컨버전스 마케팅에 따른 지역민의 행동체계 연구 = A Study on the Behavioral System of Local People by Convergence Marketing of Mega Sport Event: Focusing on the Values–Attitude–Behavior(VAB) framework

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationship between mega sport event convergence marketing and consumer behavior system VAB(value-attitude-behavior). Second, convergence marketing of mega sport event is approached from consumers` Third, we conducted the research to present the justification of convergence marketing strategy of mega sport event and to derive the theoretical and practical implications. To do this, we conducted research on G residents, and used 270 questionnaires to process the data. The statistical programs SPSS 23.0 and AMOS 23.0 were used to obtain the following results. First, convergence marketing has affected consumer perception. Second, consumer awareness influenced VAB(value, attitude, behavioral intention) which is a behavior system of local people. Third, the VAB(value, attitude, behavioral intention) behavior system had a partial effect.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과
• Ⅳ. 논의
• Ⅴ. 결론
• 참고문헌