올림픽에 대한 태도가 공식 스폰서 제품의 구매 의도에 미치는 영향 = The Effect of Attitude toward Olympic Games on Purchase Intention for Official Sponsor’s Product

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the relationship between attitucte of college students toward 2000 Sydney Olympic Games and purchase intention (PI) for official sponsor (Samsung Anycall). Respondents (n=885) were sampled from 8 different universities in Seoul area. Questionnaires were obtained using simple random sampling method and self-administration method. Descriptive analysis, t-Test, and regression (simple & multiple) were performed for data analysis. Results were as follows: First, a relationship between attitude toward the Olympic Games (AO) and official sponsor was found to be average level, and the relationship between attitude toward the brand (AB) and PI was almost positive level. Second, for Olympics involvement, high involvement group had more positive awareness for all factors such as AO, attitude toward the sponsor (AS), and AB than low involvement group. Third, for AO and AS, sponsor emblem and logo had an effect on AS. In addition, sponsor emblem only was found to be statistically significant. Fourth, for AO and PI, logo and sponsor emblem had significant effect on PI. Fifth, ’the relationship between AS and AB’，’the relationship between AS and PT，and ’the relationship between AB and PI’ were statistically significant. Marketing insights and strategies based upon information gained from data analysis were discussed.