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.
초록·키워드
The purpose of this study is to reveal the causal relationship of how sports collaboration brand selection attributes affect brand attitude, commitment, and repurchase intention. The survey instrument needed for the study was the G company form. A total of 442 questionnaires were collected from members of sports centers in Seoul and the metropolitan area, and 424 of them were analyzed. SPSS 26.0 was used for data. Data processing included frequency analysis, Cronbach's α coefficient, exploratory factor analysis, and correlation analysis. And multiple regression analysis and simple regression analysis were performed. The research results are as follows. First, the sports collaboration selection attributes of originality, aesthetics, and symbolism had a significant effect on brand attitude, while scarcity ( p=.057) had no significant effect. Second, in terms of sports collaboration selection attributes, symbolism and scarcity had a significant effect on immersion, while originality ( p=.219) and aesthetics ( p=.092) did not have a significant effect. Third, brand attitude was found to have a statistically significant effect on repurchase intention within the significance level ( p<.001). Fourth, immersion was found to have a statistically significant effect on repurchase intention within the significance level ( p<.001). Therefore, sports brands must provide consumers with special and emotional experiences through collaboration, and through this, allow consumers to maintain a continuous relationship with the brand. These strategies will encourage repeat purchases by consumers and help ensure the long-term success of the brand.
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.
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