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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제30권
발행연도
2007.9
수록면
251 - 260 (10page)
DOI
10.51979/KSSLS.2007.09.30.251

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초록· 키워드

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The purpose of this study was to examine the effects of factors related to Professional e-sport title Sponsorship Corporate Image on world-of-mouth intention and purchase intention. Namely, this study was to present basic data which can utilize in marketing strategy for team by examining effects of title sponsorship corporate sponsor image. 238 subjects who directly spectacled their 2006 SKY Pro-league were selected using convenience sampling method, finally 220 data were collected in this study except data which didn`t or trustless respond. Data was collected through questionnaires. Data was analyzed through SPSS 12.0 Version. frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis was performed. The level of significance was set up .05. The results of this study based on this procedures and method are as follows. Firstly, in analysis effects of professional e-sport title sponsorship corporate image of world-of-mouth. Individual image factor had significantly difference in intention of world-of-mouth factor. Secondly, in analysis effects of professional e-sport title sponsorship corporate image of purchase intention. Promotion factor and individual image factor had significantly difference in intention of purchase intention.

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