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대학생이 인지하는 스포츠 가치와 스포츠 구매의도와의 관계에서 체육교사에 대한 인식의 매개효과
이병관,김애랑 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.77
Purpose: The purpose of this study is to assess the relationship between college students’perceived values and purchase intentions of sports. The study also assessed the mediating effect of perceptions towards physical education teachers. Method: In this study, 559 samples were collected from college students, but 11 of them were excluded due to incomplete and insufficient answers. Therefore, 548 questionnaires were used for the final data analysis. SPSS WIN 25.0 was used for data analysis including a reliability test and regression analysis. The significant level of hypothesis verification was set up as α=.05. Results: The following were the results obtained from the final data analysis. Firstly, college students’ perceived values of sports had a positive effect on perceptions towards physical education teachers. Secondly, college students’perceived values of sports had a positive effect on the purchase intentions of sports. Lastly, perceptions towards physical education teachers partially mediated the relationship between college students’ perceived values and purchase intentions of sports. Conclusion: In summary, the findings of this study confirm that there are relationships between college students’ perceived values and purchase intentions of sports as well as the partial mediating effect of perceptions towards physical education teachers.