The Korean Journal of Physical Education (한국체육학회지)

Korean Alliance for Health: Physical Education: Recreation:and Dance (한국체육학회)
권호 표지

A Comparative Study of Causal Model on the Sport Sponsorship and Mecenat as a Corporate Communication Tool

기업커뮤니케이션 수단으로서의 스포츠스폰서십과 메세나의 인과적 모형 비교 연구

Kim, Yong-Man;Seo, Hee-Jung;Jung, Hee-Sun
김용만;서희정;정희선

  • Published : 20030000
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Abstract

The purpose of this study is to identify how to arrive at the purchase intention, while designating sports sponsorship, used as a communications tool for a company, and the expected effect of Mecenat as the independent variables of corporate communications and corporate image, and setting the attitude toward product as a parameter variable. After verifying the GFI(Goodness of Fit Index) of the model, through theoretical hypotheses, the relationship between individual variables was verified, 510 university students, who were considered to be more familiar with the questionnaire items, were sampled through the convenient smapling method. With the effective samples of 486 out of 510, the SEM(Structural Equation Model) analysis was performed, using the statistical package AMOS 4.0. the results proved the appropriateness of the research model of sports sponsorship and Mecenat. After verifying each hypothesis, the results are as below. First, the value of corporate conmunications that sports sponsorship has didn`t influence the attitude toward product of a sponsor, while the communications value of mecenat affected the attitude toward product of the company. Second, the value of corporate image of sports sponsorship and Mecenat were found to influence a sponsor and the attitude toward product of the company in Mecenat. Third, sports sponsorship and the attitude toward product of a company participating in Mecenat were analyzed to have an impact on the purchase intention. Fourth, the value of corporate image of sport sponsorship and Mecenat company were proven not to affect the purchase intention.

Keywords

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