Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The Effect of Sports Brand Self-Image Congruity and Affect on Brand Attitude and Purchase Intension

스포츠 브랜드의 자아이미지 일치성과 감정이 브랜드태도와 구매의도에 미치는 영향

  • Yim, Ki-Tae (College of Creative Future Talent, Daejin University)
  • 임기태 (대진대학교 창의미래인재대학(교양교육))
  • Received : 2018.10.17
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

이 연구는 스포츠 브랜드의 자아이미지 일치성과 감정이 브랜드 태도와 구매의도에 미치는 영향을 분석하고자 하였다. 따라서 이러한 연구 목적을 달성하기 위하여 대학생을 조사대상으로 선정하고, 편의표본추출법으로 총 329명의 표본을 조사하였다. 불성실한 응답을 보인 20명의 자료를 제외한 총 309명의 자료를 AMOS18.0 프로그램으로 분석하여 다음과 같은 결과를 얻을 수 있었다. 연구결과, 스포츠 브랜드와 자아이미지 일치성 중 이상적 자아이미지는 브랜드 감정에 영향을 미치는 것으로 분석되었으며, 브랜드에 대한 감정은 브랜드 태도와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 브랜드 태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 따라서 스포츠 브랜드와 스포츠 소비자들의 이상적 자아이미지 일치성을 관계구축을 위한 방안으로 활용가능하며, 브랜드의 감정적 요소를 강화하여 스포츠 브랜드의 태도와 구매의도를 활성화위한 전략들이 필요할 것으로 판단된다.

Keywords

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Fig. 1. Hypothesized research model

Table 1. Standardized Factor Loading(λx), Standard Error(S.E.), Critical Ratios(t)

OHHGBW_2018_v9n12_151_t0001.png 이미지

Table 2. Correlations, AVE and Construct reliability(C.S.) of Construct

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Table 3. Estimated Structural Relations Coefficients

OHHGBW_2018_v9n12_151_t0003.png 이미지

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