스포츠 용품 광고가 청소년 구매행동에 미치는 영향 = (The) Effects of Sports Merchandise Advertising on Juvenile´s Purchase Behaviors

다국어 초록 (Multilingual Abstract)

This study is focused on analyzing the correlation between sports goods advertizement and highschool students purchasing activities of the goods, to provide a fundamental data for the advertizement.
I have conducted a questionable survey of 585 students who are currently enrolled in highschool located in Daejeon. A statistical method of χ²inspection and One way-ANOVA has been applied to analyze the data.
Analyzing the effects of sports goods advertizement on students purchasing activities, the conclusion has been drawn as follows.
1) Utility of Advertizement
The difference in advertizement effectiveness according to sex and sports participation has been turned out to be not statistically significant.
2) Sports goods purchase activities by sex
(1) The fellow group has the greatest influence on deciding to purchase sports goods, being statistically significant(p < .05).
(2) TV turns out to be an advertizement media that has the greatest influence on deciding to purchase sports goods, being statistically significant(p < .001).
(3) 'Design' turns out to be the most influential factor that is given by the sports goods advertizement.
(4) Most of the two sexes purchase the sports goods when they have been 'work out to be useless', being statistically significant(p < .001).
(5) Male students generally purchase the sports good for 'sports activities', while female students for 'everyday life', being statistically significant(p < .001).
(6) The two sexes shows an ordinary interest at least in the sports goods advertizement.
(7) Male students most prefer sports players as a model of sports goods advertizement. Male students point the direction of advertizement that exerts an influence on their purchasing activities, while female students for the copy of advertizement and celebrities. These two factors have been turned out to be statistically significant(p < .001).
(8) The two sexes are generally satisfied with the quality of goods that have been purchased through the sports goods advertizement.
3) Purchasing activities of sports goods according to participation on sports
(1) The fellow group has the greatest influence on deciding to purchase sports goods, being statistically significant(p < .05).
(2) TV turns out to be an advertizement media that has the greatest influence on deciding to purchase sports goods, being statistically significant(p < .001).
(3) 'Design' turns out to be the most influential factor that is given by the sports goods advertizement.
(4) Most of the two sexes purchase the sports goods when they have been 'work out to be useless'.
(5) All the sports participating groups generally purchase the sports good for 'sports activities'.
(6) The group, which spends less than 1 hour on sports activities, shows little interest in the sports goods advertizement, being statistically significant(p < .001).
(7) Most preferred as a model for the sports goods advertizement, famous sports players and entertainers turn out to have a great influence on students purchasing goods, being statistically significant(p < .001).
(8) The two sexes are generally satisfied with the sports goods that have been purchased through advertizement.

목차 (Table of Contents)

• 목차 = i
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 연구 문제 = 3
• 4. 연구의 제한점 = 4
• Ⅱ. 이론적 배경 = 5
• 1. 스포츠 용품 = 5
• 1) 스포츠용품의 정의 = 5
• 2) 스포츠용품의 분류 = 5
• 2. 광고 = 6
• 1) 광고의 정의 = 6
• 2) 광고의 목적 = 6
• 3. 소비자 행동 = 8
• 1) 소비자 행동의 정의 = 8
• 2) 소비자행동의 특성 = 9
• 4. 스포츠 용품 소비자의 구매행동 = 10
• Ⅲ. 연구 방법 = 12
• 1. 연구대상 = 12
• 2. 조사도구 = 12
• 3. 연구절차 = 12
• 4. 자료처리 = 13
• Ⅳ. 결과 = 14
• 1. 성별·운동참여 시간에 따른 광고의 효용도 = 14
• 2. 성별에 따른 스포츠용품의 구매행동 = 16
• 3. 운동참여 시간에 따른 스포츠 용품 구매행동 = 26
• Ⅴ. 논의 = 36
• Ⅵ. 결론 및 제언 = 40
• 1. 결론 = 40
• 2. 제언 = 42
• 참고문헌 = 43
• ABSTRACT = 45
• 설문지 = 48