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 investigate the consumers' cognition and buying behavior on sports brand character. Since the character industries are booming, this study focused on the source and the expression method of sports brand characters that are already known to consumers.Subjects of this study were university students who were interested in sports brand characters, living in Seoul and Kyenggi-do. The questionnaire were developed based on the previous studies. Data were analyzed by Frequency analysis, ANOVA, Duncan Test, and Spearman's Rho.The results were as follows:1. The most prefered source of sports brands character was "illustrated human figure"(i.e. a famous athlete like Michael Jordan). And the most favorite expression method of character was the combination of letter and symbol as the character of ASICS and NIKE.2. The important design factors of sports brand character were the symbolism and aesthetics. The consumer recognized NIKE as the most well-designed character design.3. Consumers' preference of sports brand was found to be NIKE, REEBOK, ADIDAS, and FILA, in order. The reasons for preference were the design, the brand image, and the quality. On the other hand, the most frequently purchased brand was NIKE, FILA, and ADIDAS in order. Most of the purchase took place in the brand outlet store, and the consumers usually came with their friends for purchase of sports brand. The display of store was the consumers' major source of information.4. The preference group of sports brand character recognized more importantly color, design, brand, and especially fashionability than the non-preference group. And the most important criteria for brand selection were design, price, and comfort orderly.5. Female consumers recognized more importantly color, design, brand, and others' recommendations than male consumers. The aged consumers recognized importantly durability, comfort, and quality.
#sports brand character(스포츠 브랜드 캐릭터)
#sports brand character(스포츠 브랜드 캐릭터)
#buying behavior(구매행동)
#buying behavior(구매행동)
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