올림픽게임 심판판정인식도가 공식스폰서기업의 이미지, 태도, 구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this research is to consequences of perceptions of referee’s decision in Olympic Games on corporate image of the official sponsor. By using convenience sampling method, students were selected to participate in the survey. The data were recorded and analyzed using the IBM SPSS & AMOS Ver. 22.0 for descriptive analysis, correlational analysis, exploratory factor analysis, conformity factor analysis, and path analysis. The main results are as follows: First, perceptions of referee’s decision was found to be the positively significant predictor of Olympic image. Second, perceptions of referee’s decision was found to positively significant predictor of corporate attitude for Olympic official sponsors. Third, corporate image for Olympic official sponsor was found to positively significant predictor of corporate attitudes for Olympic official sponsors. Forth, corporate image for Olympic official sponsor was found to positively significant predictor of corporate purchase for Olympic official sponsor. Fifth, corporate attitudes for Olympic official sponsors was found to positive significant predictor of corporate purchase intentions for Olympic official sponsor.

목차 (Table of Contents)

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

참고문헌 (Reference)

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