스포츠 체험요소가 스폰서십 효과에 미치는 영향 = The Influences of Sports Experiential Elements on Sponsorship Effects

다국어 초록 (Multilingual Abstract)

Sports sponsorship has quickly developed as one of marketing communication tools employed by corporations during recent several years, with heightened interest and research. A plenty of recent research has been trying to approach sports sponsorship effect mainly by psychological attachment such as team identification or team loyalty. In other words, fans who have high psychological attachment to a sports team do behave loyal to the team with frequent game watching and purchases of related products and show positive relationship with the effect enjoyed by the sponsor of the team.
This psychological attachment of sports consumers could be explained by various factors. However, it may be the experiential elements of consumers to sports games that could become the important factor to explain the psychological attachment to the team, in consideration of the fact that sports game watching is basically experiential and has symbolic meaning related with consumers' characteristics of subjectivity.
Based on this viewpoint, this study seeks to find consumers' experiential elements in watching pro sports games, and explores the impacts of experiential elements on corporate's sponsorship effect toward pro sports teams through psychological attachment. Especially, while past studies consider motive for sports game watching or attributes of the sports team as main variables creating team identification or team loyalty, this study classified experiential elements on sports games and verified the impact of experiential elements on psychological attachment. In addition, this study considered involvement toward sports and satisfaction of game result as variables moderating the relationship between experiential elements on sports games and team identification.
Results of this study are summarized as follows;
First, most experiential elements considered in this study were showing positive impact on team identification. Above all, experiences of evaluations on sports game had positive impact on team identification. Fantasy experiences through sports games also influence team identification positively. Flow experiences on sports game had positive effect on team identification. Experiences on personality and physical attractiveness of player had positive influences on team identification. However, among the experiential elements considered in this study, aesthetic experience in sports game was found not to give meaningful impact to team identification.
Second, as this study verified the impact of experiential elements of sports game on team loyalty, it was found that only experiences on personality and physical attractiveness of player had positive impact on team loyalty. In other words, experiences on player's personality or experience on player's physical attractiveness enhance consumers' loyalty not only by increasing team identification but also in direct way. Meanwhile, experiences of evaluations, fantasy or flow had not influences directly on team loyalty. However, they had indirect impacts on team loyalty through team identification.
Third, this study classified sports consumers' psychological attachment level to sports team as attitudinal and behavioral dimensions which are team identification and team loyalty and examined the relationship between two types of psychological attachments. The result showed that team identification has positive impact on team loyalty.
Fourth, this study analyzed the impact of each psychological attachment dimension on sponsorship effects. The result showed that both dimensions had positive impacts on loyalty to the sponsor.
Fifth, this study verified the moderating effect of sports involvement level between consumers' sports experiential elements and team identification. The result showed that the relationship between sports experimental elements and team identification seldom varies according to sport involvement level. The impact of evaluation experiences in sports game on team identification is found to be varying according to sports involvement. Consumers with high sports involvement showed more impact by experiences of evaluations to team identification than consumers with less involvement.
However, contrary to the hypothesis proposed in this study, regarding relationship between sports player personality and team identification, consumers with less sports involvement showed more impact by experience of personality to team identification than consumers with high involvement.
Sixth, this study verified whether the satisfaction level on game result has the moderating effect on relationships between sports experience elements and team identification. The result showed that the impact of flow experiences on team identification varies according to the satisfaction level on results of games. However, influences of other experiential elements on team identification did not show statistically significant differences according to the satisfaction level on game results.

국문 초록 (Abstract)

제 3 절 연구의 한계점 및 미래연구방향

본 연구에서 나타난 검증결과 및 이의 해석은 본 연구가 지니고 있는 몇 가지의 한계점들과 제약사항으로 인해 적용상의 접근에 있어 더욱 신중해야 함을 느끼며, 향후 이러한 문제점들을 해결하는 데 있어서 보다 엄밀한 연구가 수행되어야 할 것이다.
본 연구의 한계점으로는 첫째, 본 연구에서는 프로농구 관람객들의 체험요소로서 Mardrigal(2006)이 제시한 심미성, 평가, 판타지, 플로우, 선수개성, 신체적 매력성 등 6가지 요인들을 포함한 한정된 요소들만을 고려하였다. 프로스포츠를 관람하는 소비자들의 체험요소들은 기존의 연구들에서 제시하고 있는 바와 같이 매우 다양하게 접근할 수 있으리라 판단된다. 예를 들어 기존의 연구들에서 제시하고 있는 바와 같이 경기장의 물리적 환경에 대한 체험이나 다른 관람객들과의 상호작용을 통한 체험 등 보다 다양한 체험요소를 고려한 연구모형의 확장은 스포츠 경기에 대한 체험요소와 스포츠 팀에 대한 심리적 애착에 대한 보다 깊이 있는 접근이 가능하다고 생각된다. 또한 프로스포츠의 체험요소와 팀에 대한 심리적 애착, 스폰서십 간의 다양한 인과관계를 연구하는데 가장 중요한 것은 프로스포츠 각 종목들의 특성을 대변하는 체험요소들을 찾아내어 척도를 개발하는 것이다. 따라서 본 연구에서 사용된 체험요소 이외에 다양한 체험요소 변수들을 개발하는 연구가 필요하리라 생각된다.
둘째, 본 연구는 프로농구 관람객들을 모집단으로 선정하여 프로농구 종목에 한정시켰다. 이러한 조사대상과 관련하여 본 연구의 결과를 일반화하기 어려울 수 있다는 한계점을 나타낸다. 따라서 타종목과의 비교연구를 통해 연구결과의 일반화를 검증하는 연구가 진행되어야 할 것이다.
셋째, 본 연구에서는 실제로 경기장을 찾아 스포츠 경기를 관람하는 소비자를 대상으로 스포츠 체험요소를 측정하고 팀에 대한 심리적 애착과 스폰서십에 대한 영향을 조사하였다. 그러나 스폰서 기업의 입장에서 보면 실제 경기장이 아닌 미디어 시청을 통한 스포츠 소비자 시장에 대한 접근도 매우 중요하다고 볼 때, 미디어 시청을 통한 스포츠 경기 체험과 팀에 대한 심리적 애착, 스폰서 십 간의 관계를 살펴보는 것도 의미가 있을 것이다.
마지막으로 설문지의 표본선정에 있어 한계를 들 수 있다. 표본의 대다수가 특정지역의 한 경기장을 방문한 스포츠 소비자들로 구성되었기 때문에 다소 표본추출의 오류가 있을 수 있다는 점이다. 따라서 향후에 특정 한 지역만이 아닌 여러 지역의 표본을 수집하여 비교연구를 실시하는 것도 의미가 있을 것으로 생각된다.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 4
• 제 3 절 논문의 구성 5
• 제 2 장 이론적 배경 8
• 제 1 절 스포츠 경기관람에서의 체험요소 8
• 1.1 체험 8
• 1.2. 체험경제이론 9
• 1.3. 스포츠 경기관람에서의 체험요소 10
• 1.3.1 심미성 12
• 1.3.2 평가 12
• 1.3.3 판타지 13
• 1.3.4 플로우 14
• 1.3.5 선수개성 15
• 1.3.6 신체적 매력성 16
• 제 2 절 팀 동일시 16
• 2.1 동일시 17
• 2.2 마케팅 분야에서의 동일시 18
• 2.2.1 브랜드 동일시 19
• 2.2.2 조직 동일시 22
• 2.3 스포츠 분야에서의 동일시 25
• 제 3 절 팀 충성도 27
• 3.1 마케팅에서의 충성도 27
• 3.1.1 태도적 충성도에 관한 연구 28
• 3.1.2 행동적 충성도에 관한 연구 31
• 3.2. 스포츠 분야에서의 충성도 32
• 제 4 절 스폰서십 효과 35
• 제 3 장 연구모형의 설계 및 가설설정 38
• 제 1 절 연구모형의 설계 38
• 제 2 절 연구가설의 설정 39
• 2.1 프로스포츠 소비자의 체험요소와 심리적 애착 39
• 2.1.1 프로스포츠 체험요소와 팀 동일시 40
• 2.1.2 프로스포츠 체험요소와 팀 충성도 41
• 2.2 팀 동일시와 팀 충성도 42
• 2.3 스포츠 소비자의 심리적 애착과 스폰서십 효과 44
• 2.4 스포츠관여도의 조절적 역할 45
• 2.5 프로스포츠 경기결과에 대한 만족도의 조절적 역할 46
• 제 4 장 실증분석 48
• 제 1 절 변수의 조작 및 설문의 구성 48
• 1.1 변수의 조작적 정의 48
• 1.1.1 스폰서에 대한 충성도 48
• 1.1.2 팀 동일시 49
• 1.1.3 팀 충성도 49
• 1.1.4 스포츠 경기 체험요소 50
• 1.2 설문의 구성 51
• 제 2 절 자료 수집과 표본의 구성 53
• 2.1 자료의 수집 53
• 2.2 표본의 구성 53
• 2.3 분석방법 54
• 제 3 절 측정항목의 평가 54
• 3.1 타당성 검증 55
• 3.1.1 요인분석 55
• 3.1.2 CFA를 통한 타당성 분석 57
• 3.2 신뢰성 검증 61
• 제 4 절 연구가설의 검증 63
• 4.1 연구모형의 적합성 평가 63
• 4.2 연구가설의 검증 65
• 4.2.1 스포츠 경기 관람의 체험요소와 심리적 애착 가설 검정 결과(가설 1,2) 65
• 4.2.2 스포츠 팀에 대한 심리적 애착 변수 간의 가설 검증결과(가설 3) 68
• 4.2.3 스포츠 팀에 대한 심리적 애착과 스폰서 충성도 간의 가설 검증결과(가설 4,5) 68
• 4.2.4 스포츠 체험요소와 팀 동일시 관계에 대한 스포츠 관여도의 조절효과 검증(가설 6) 70
• 4.2.5 스포츠 체험요소와 팀 동일시 관계에 대한 경기결과 만족도의 조절효과 검증(가설 7) 78
• 제 5 장 결론 87
• 제 1 절 연구의 요약 87
• 제 2 절 연구의 시사점 91
• 2.1 이론적 시사점 91
• 2.2 관리적 시사점 92
• 제 3 절 연구의 한계점 및 미래연구방향 94
• <참고문헌>
• <설문지>

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