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RISS 인기검색어
- 검색키워드
- 저자 : 염정환(Jeong Hown Youm) (검색결과 2 건)
- 무료
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골프대회 중계 시 가상광고 속성과 광고태도, 제품태도 및 구매의도의 구조적관계
염정환(Jeong Hown Youm),성종환(Chong Hwan Sung),김세윤(Se Yun Kim) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.55
The purpose of this study was to determine the structural relationship between virtual advertising attributes, and advertisement attitude, product attitude and purchase intention during golf tournament broadcasting. For the investigation subjects of this study, targeting college students who have experienced watching golf tournament, 3 colleges were selected from the regions of Seoul, Gangwon and Cheongnam. After sampling total of 300 people - consists of 100 people from each college - total of 273 final data, which excludes 27 inappropriate data, were utilized. For data processing, PASW 18.0 and AMOS 18.0 were utilized. Upon completion of the data processing, individual hypotheses were verified upon completion of test of goodness of fit. The results are as follows. First, sub factors of virtual advertising such as entertainingness, informativeness, freedom from bias and reliability had a significant effect on advertisement attitude. Second, advertisement attitude had a significant effect on product attitude. Third, advertisement attitude had a significant effect on purchase intention. Forth, product attitude had a significant effect on purchase intention.
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골프선수보증인 이미지와 광고태도, 브랜드동일시, 브랜드애착 및 브랜드충성도의 관계
염정환(Jeong Hown Youm) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42
The purpose of this research is to clarify the causal relationship between the image of an endorser of a golf player and advertising attitude, brand identification, brand attachment, and brand loyalty through the analysis of structural equational modelling. For this purpose, this research targeted 300 visitors to a golf range located in Seoul, Gyeonggi-do, Chungcheongbuk- do, and Gangwon-do. This research let the subjects fill out the questionnaire through convenience sampling and self-administered questionnaire survey, and did data analysis using SPSSWIN Ver. 15.0 and AMOS 7.0. As a result of study on it, the subordinate variables of the image of an endorser of a golf player-appearance and morality-were found to have a significant effect on advertising attitude while advertising attitude was found to have a significant effect on brand identification, brand attachment and brand loyalty. In addition, brand identification was found to have a significant effect on brand attachment and brand loyalty while brand attachment was found to have a significant effect on brand loyalty.
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