국내 프로축구 이미지가 태도 및 관람의도에 미치는 영향 = 국내 프로축구 관여도의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

This study analyzed the relationships among images, attitudes and viewing intention toward the Korean professional soccer and the mediation effect of the involvement in the relationships. A total of 350 questionnaires were surveyed by a convenience sampling method and the 299 usable data were analyzed in multiple steps: a) the factor analysis to determine the images toward the Korean Professional Soccer; b) the multiple regression to examine the relationships among the images, attitude and viewing intention toward the professional sports; and c) the mediation regression to investigate the mediation effects of the involvement in the relationships. Finally, the following results were obtained. First, the three image factors (Systematic/Fun Factor, Reliable/Popular Factor & Anxious/Trouble Factor) were obtained from the 2 1images describing the Korean Professional Soccer by the factor analysis. Second, the systematic/fun image factor had an effect on the attitude toward the Korean Professional Soccer. Also the systematic/fun factor and the anxious/trouble factor had an effect on the viewing intention toward the Korean Professional Soccer. Third, the mediation effect of the involvement was found in the relationships among the images, the attitude and the e viewing intention. In particular, the involvement played a moderating role in the relationships between the systematic/fun image factor and the attitude, between the systematic/fun image factor and the viewing intention, and between the anxious/trouble image factor and the viewing intention.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과
• Ⅳ. 논의
• Ⅴ. 결론
• 참고문헌
• ABSTRACT