인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
학술저널
DBpia Top 5%
오류 신고하기해당 페이지 내 제목·저자·목차·페이지정보가 잘못된 경우 알려주세요!
초록·키워드
The purpose of this study is to examine the relationship between benign envy towards sports influencers, the imitative consumption tendency of MZ generation sports consumers and their repurchase intention. The study participants were MZ generation sports consumers who follow sports influencers. Data were collected through Google online surveys distributed in sports related communities and sports influencer fan communities. Out of 308 collected questionnaires, 299 were used for the final analysis after excluding 9 incomplete or insincere responses. Statistical analyses were conducted using SPSS ver. 26.0 and AMOS ver. 27.0, including frequency analysis, reliability analysis using Cronbach's α, confirmatory factor analysis(CFA), correlation analysis and path analysis through structural equation modeling(SEM). The findings are as follows. First, among the sub factors of benign envy towards sports influencers, possessiveness had a significant positive(+) effect on conscious, impulsive and planned imitative consumption, while admiration had a significant positive(+) effect on conscious and impulsive imitative consumption. Second, among the sub factors of the MZ generation’s imitative consumption tendency, impulsive imitative consumption had a significant positive(+) effect on repurchase intention. Third, the sub factors of benign envy, possessiveness, admiration and respect had a significant positive(+) effect on repurchase intention.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-151-25-02-091112005
