프로 축구 구단의 엠블럼 및 캐릭터와 소비자의 구매의도와의 관계

다국어 초록 (Multilingual Abstract)

This paper is about how the intension of purchase changes according to emblems, characters evaluation, and soccer preference. The object of study is emblem and character of professional soccer terms. I`m going to find the strongest emblem and character factor on the intention of purchase among familiarity, originality, meaning, diversity, and preference. The emblem or character resources of this paper are from 10 different domestic professional soccer teams and the results are from a questionnaire. In this research, the population is people in their 10 to 40s living in seoul and kyungi province. Sample space is made by cluster sampling with stratification. The questionnaire of the paper consists of ⅰ) evaluation of emblems, ⅱ) characters(familiarity, originality, meaning, diversity, and preference), ⅲ) the intension of purchase, ⅵ) preference for professional soccer teams, ⅴ) influence of purchasing emblem or character products, ⅵ) image and association of emblem or character`s, and ⅶ) general characters of samples. To find `The difference of Image and purchase of emblem or character according to soccer preference`. the analysis of contingency table is used and correlation analysis and multiple regression analysis are used for `Analysis of the effects of emblem or character factors on the intension of purchase`. Through these resources and analysis, I`ve reached on following results. First, the purchase of emblem or character products and images are affected by soccer preference. Second, the intension of purchase id affected by the emblem and character evaluation( familiarity, originality, meaning, diversity, and preference)