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스포츠 브랜드 기업의 SNS 정보특성, 미디어 및 브랜드 인게이지먼트, 구매의도의 구조적 관계
전윤기(Yoonki Chun),이정학(Jeoung-Hak Lee),김민준(Min-Jun Kim),고세진(Se-Jin Ko) 한국사회체육학회 2023 한국사회체육학회지 Vol.- No.93
Purpose: The purpose of this study is to examine the relationship amogn sport brands’ social media information traits, media and brand engagement, and consumers’ purchase intentions. Method: The study targeted consumers who have experienced sport brands’ social media and collected data through online surveys (N=546). The surveys included 28 maesurement items. The data were analyzed using SPSS and AMOS software, and frequency, reliability ,and correlation analysis were performed. Further, confirmatory factor analysis and structural equation modeling were used to test the hypotheses. Results: First, the traits of entertainment and accessibility had a gsinificant positive effect on media engagement. Second, the quality of information trait had a signiicfant positive effect on brand engagement. Third, both the quality of information and accessibility trait shad a significant positive effect on consumers’ purchase intention. Fourth, media engagement had a positive efefct on brand engagement. Fifth, media engagement had a positive effect on purchase intention. Sixth, brand engagement had a significant positive effect on purchase intention. Seventh, the relationship between sport brands’ social media information traits and consumers’ purchase intention was mediated both indviidually and serially by media and brand engagement. Conclusion: Overall, the results of this study suggest that sport brand se’fforts in providing quality content on their social media platforms can generate positive enggaement with customers and may lead to purchase intentions. Further implications and future directions are discussed.
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