스포츠 스타 광고모델 속성과 기업이미지, 신뢰 및 구매의도의 관계 = (The) relationship between sports star advertisement model properties, corporate image, trust and purchase intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to define the relation between attributes of sports star advertisement model properties, corporate image, trust and purchase intention. For this, we empirically established the causal relationship between variables after setting up hypothetic structural model using attributes of sports star advertisement model, corporate image, trust and purchase intention as variables.
In order to achieve such a purpose, 150 objects from each item, total 750 objects were collected as samples out of sports consumers who were the members of soccer, mountain climbing, golf, badminton and tennis clubs which are under Korea Council of Sport for All and have the most population. The proportion of male to female members was five to five and they were members of the clubs in Gyeonggi-do during a three-month period from Oct. to Dec. 2010. The data was analyzed after securing total 584 effective samples excluding insincere respondents who did not answer the questions or selected multiple answers from the data collected.
As to data analysis, first, t-test and one way ANOVA were conducted for attributes of sports star advertisement model, corporate image, trust and purchase intention in accordance with demographic characteristics, and the significant findings were analyzed applying multiple comparison of Scheffe. Second, correlation analysis was carried out in order to find out the relation between the attributes of sports star advertisement model, corporate image, trust and purchase intention. Third, analysis of the causal relation between the attributes of sports star advertisement model, and corporate image, trust and purchase intention was carried out by SEM (Structural equation modeling).
Following conclusions were drawn by above research method and procedures:
First, we came to the following conclusion on the difference in attributes of sports star advertisement model in accordance with demographic characteristics of sports consumers. In detail, there were differences in trust and specialty depending on sex, in trust, attractiveness, and specialty depending on the age, in occupation and the participation period, attractiveness depending on the family income, in specialty depending on participation item and participation period, and in trust and attractiveness depending on participation frequency. Meanwhile, in the trust depending on demographic characteristics of sports consumers, there were differences in corporate trust and product trust depending on sex, age, occupation, family income, participation frequency and participation period, in corporate trust depending on participation item, and in product trust depending on participation intensity. Also in purchase intention depending on demographic characteristics of sports consumers, there were differences in behavioral and psychological purchase intention depending on sex, age, occupation, participation frequency and participation period, in behavioral purchase intention depending on family income and in psychological purchase intention depending on participation item and participation intensity.
Second, the causality model established to describe corporate image, trust and purchase intention in accordance with attributes of sports star advertisement model was consisted of total 10 measurement variables including 4 latent variables, trust, attractiveness, specialty, social contribution, superiority, growth potential, corporate trust, product trust, behavioral purchase intention and psychological purchase intention, and the adequacy level of structural model was superior.
Third, the attributes of sports star advertisement model, corporate image and trust had comparatively different influence on purchase intention. The comparative influences of causal relation between each variable were different showing a value of 0.841(C.R=26.887) between sports star advertisement model and corporate image, 0.649(C.R=7.229) between sports star advertisement model and trust, 0.818(C.R=6.608) between sports star advertisement model and purchase intention, -0.023(C.R=-.268) between corporate image and trust, 0.476(C.R=7.959) between corporate image and purchase intention, and -0.069(C.R=-1.566) between trust and purchase intention.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구 목적 4
• 3. 연구모형 5
• 4. 연구문제 및 연구가설 6
• 5. 용어의 정의 7
• 6. 연구의 제한점 8
• Ⅱ. 이론적 배경 10
• 1. 스포츠 스타 10
• 2. 광고 모델 속성 20
• 3. 기업이미지 36
• 4. 신뢰 48
• 5. 구매의도 57
• 6. 관련 변인간 관계 63
• Ⅲ. 연구 방법 72
• 1. 연구대상 72
• 2. 측정도구 74
• 3. 조사절차 및 자료처리 83
• Ⅳ. 결 과 84
• 1. 인구통계학적 특성에 따른 변인의 차이 84
• 2. 광고모델 속성에 따른 기업이미지, 신뢰 및 구매의도의 관계 110
• 3. 구매의도에 영향을 미치는 요인들의 상대적 영향력 113
• Ⅴ. 논 의 117
• 1. 인구통계학적 특성에 따른 변인의 차이 117
• 2. 광고모델 속성에 따른 기업이미지, 신뢰 및 구매의도의 관계 127
• 3. 구매의도에 영향을 미치는 요인들의 상대적 영향력 129
• Ⅵ. 결론 및 제언 133
• 1. 결론 133
• 2. 제언 135
• 참고문헌 136
• 부 록 155
• ABSTRACT 161