Purpose The purpose of this study was to empirically analyze the relationship between a sports-for-all club members self-esteem and self-determination, conspicuous consumption, ethical consumption, product identification, positive word of mouth & repurchase intention through structural equation model analysis. Methods For this purpose, this study set 279 members at the nine sports-for-all club located in national capital region as the research subjects. In an effort to verify the proposed structural model, this study used SPSSWIN Ver. 23.0 and AMOS 18.0. Results First, self-esteem had a positive effect on conspicuous consumption. Second, self-determination had a positive effect on ethical consumption. Third, conspicuous consumption had a positive effect on product identification. Fourth, ethical consumption had a positive effect on product identification. Fifth, product identification had a positive effect on positive word of mouth. Sixth, product identification didn’t had a positive effect on repurchase intention. Seventh, positive word of mouth had a positive effect on repurchase intention.
Purpose The current study was aimed to examine acceptance intention of sports wearable smart device using the Technology Acceptance Model and Theory of Planned Behavior. Methods Data were drawn from 357 consumers who had experience purchasing sports products. Data were analyzed through frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling using SPSS 20.0 and AMOS 20.0 program. Results First, perceived ease of use had a positive effect on attitude. Second, perceived usefulness had a positive effect on attitude. Third, attitude had a positive effect on acceptance intention. Fourth, subjective norm had a positive effect on acceptance intention. Fifth, perceived behavioral control did not affect acceptance intention. Sixth, differences of path coefficients between attitude and acceptance intention, subjective norm and acceptance intention were significant according to gender. Conclusion The significance of this research is to provide the basis of positioning strategy for domestic companies of sports wearable smart device.
The current study aimed to examine behavioral intentions of online sports products consumers using the Extended Goal-directed Behavior Model. The questionnaires were distributed to consumers who had experience of purchasing sports products online. Data collected from 282 respondents were analyzed mainly using structural equation modeling. The results were as follows: First, attitude and subjective norm had a positive effect on desire. Second, perceived behavior control did not affect desire but had a positive effect on behavior intention. Third, positive anticipated emotions had a positive effect on desire and negative anticipated emotions had a negative effect on desire. Fourth, prior knowledge did not affect desire and behavior intention. Fifth, frequency of past purchase behavior did not affect desire, but had a positive effect on behavior intention. Lastly, desire had a positive effect on behavior intention.
The purpose of this study was twofold: 1) to investigate the structural relationship among the variables interested, and 2) provide rationale for professional sport team parent companies for operating and managing professional sport teams. Using convenience sampling method, data was collected at a professional soccer match held in Suwon World Cup Stadium through survey distribution. Collected data were analyzed using SPSS 20 and AMOS 20. The results derived through multiple steps of data analysis displayed that community attachment and team image significantly affected team identification. Moreover, team identification affected parent company image, parent company image affected parent company product image, and parent company product image affected purchase and WOM intention. As a result it was found that for parent companies, operating and managing a professional sport team not only provide intangible benefits such as brand awareness and brand image, but also economical benefits such as increase in product sales through improved company product image.
Purpose The purpose of this study was to examine the relationships among sponsorship attributes, sponsorship benefits, recognition of sponsorship value, sponsorship attitude, and sponsorship certainty through structural equation model. Methods Respondents were university students living in Seoul, Kyoungki-do, and choongchung-do. The present study was designed to identify the effect of title sport sponsorship by utilizing NH V-LEAGUE title sponsorship. By using convenience sampling method, total 400 questionnaires were distributed and gathered from samples, and among them 369 valid samples were used for further analyses. The data were recorded and analyzed using the IBM SPSSWIN Ver. 21.0 and AMOS 18.0. 18.0. Results First, sponsorship attributes had a positive influence on sponsorship benefits. Second, sponsorship benefits had a positive influence on sponsorship value recognition. Third, sponsorship attributes had no positive influence on sponsorship attitude. Fourth, sponsorship benefits had a positive influence on sponsorship attitude. Fifth, sponsorship value recognition had a positive influence on sponsorship attitude. Sixth, sponsorship attitude had a positive influence on sponsorship attitude certainty. Seventh, sponsorship certainty had a positive influence on sponsorship effects (image improvement, favorability, purchase intention).
