Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Convergence Study on the Structural Relationship between Sport Brand's Advertisement Attributes, Ad Attitudes, Brand Images, and Purchase Intentions on Social Networking Site(SNS)

SNS상의 스포츠브랜드 광고속성, 광고태도, 브랜드이미지, 구매의도 간의 구조적 관계에 대한 융합적 연구

  • Kim, SeYun (Department of Sports Management, Dankook University) ;
  • Noh, YongKoo (Department of Policy Development, Korea Institute of Sport Sciences) ;
  • Lee, Kyongmin (Department of Policy Development, Korea Institute of Sport Sciences)
  • 김세윤 (단국대학교 스포츠경영학과) ;
  • 노용구 (한국스포츠정책과학원) ;
  • 이경민 (한국스포츠정책과학원)
  • Received : 2018.10.16
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

The purpose of this study was to investigate the structural relationship between advertising attributes, advertising attitude, brand image, and purchase intention of sports brand on SNS. For this purpose, 250 valid samples from the convenience sampling method were used as the final analysis data. Entertainment, information, and credibility among ad attributes had a positive effect on SNS users' advertisement attitude toward sport brands, and irritation has a negative effect on ad attitude. The ad attitude formed by the advertising attributes positively affected the image of the sports brand and the purchase intention. Brand image had a positive effect on purchase intention. The results of this study may be helpful to maximize SNS advertising effect of sports brands and to identify some important factors that can affect direct purchasing behavior of sports majors, one of the target groups of companies promoting sports brands using SNS.

본 연구의 목적은 체육전공 대학생들을 대상으로 SNS상의 스포츠브랜드의 광고속성, 광고태도, 브랜드이미지 및 구매의도 간의 구조적 관계를 실증적으로 규명하는데 있다. 이러한 목적을 수행하기 위해 편의표본추출법을 통해 얻어진 유효표본 250부를 최종 분석 자료로 이용하였다. 광고속성 중 오락성, 정보성, 그리고 신뢰성은 SNS 이용자의 스포츠브랜드 광고태도에 긍정적인 영향을, 불편성은 광고태도에 부정적인 영향을 미치는 것으로 나타났다. 광고속성에 의해 형성된 광고 태도는 스포츠브랜드의 이미지와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 브랜드이미지는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 SNS를 이용하여 스포츠브랜드를 홍보하는 회사들의 표적집단 가운데 하나인 체육전공 대학생들을 중심으로 스포츠브랜드의 SNS 광고효과를 극대화하고 SNS 광고를 통해 체육전공 대학생 소비자의 직접적인 구매행동을 끌어내는데 필요한 주요 요인이 무엇인지에 대해 규명했다는 점에서 그 의의가 있다고 볼 수 있다.

Keywords

Table 1. Demographic details of the participants

OHHGBW_2018_v9n12_345_t0001.png 이미지

Table 2. The results of CFA and reliability analysis

OHHGBW_2018_v9n12_345_t0002.png 이미지

Table 3. The Correlations between measuring variable

OHHGBW_2018_v9n12_345_t0003.png 이미지

Table 4. The results of hypothesis testing

OHHGBW_2018_v9n12_345_t0004.png 이미지

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