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논문 기본 정보

자료유형
학술저널
저자정보
Hwansuk Choi (Jeonju University Jeonju Republic of Korea) Chanhyung Lee (Myounji University Seoul Republic of Korea)
저널정보
J-INSTITUTE International Journal of Human & Disaster International Journal of Human & Disaster 제6권 제3호
발행연도
2021.9
수록면
12 - 21 (10page)

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Purpose: Recently, sports marketing has been recognized in Korea as an efficient means for strengthening the brand assets for companies, and efforts are increasingly made to develop games and licensed products as a ven-ue to maximize them. For the sports consumers, purchasing licensed products for a sports team may be a way of strengthening a mental bond with the team they support, and it is a kind of consumption behavior for the sports fans to visit the stadium and watch games in person. The purchase of licensed products from which the fans may bring profits to the club may also be said to be a consumption behavior. Therefore, the purpose of this study is to articulate and specify the effect of professional sports’ quality of service on the identification of team and the brand loyalty in the professional sports market, which is experiencing difficulties such as reductions in the number of games and reductions in the number of spectators due to the COVID-19, thereby presenting a strategic plan to promote the purchase and sales of licensed products. Method: In this study, as of 2021, among the professional sports spectators, those experienced in purchasing sports licensed products were targeted and gathered as the population, while the sampling method for 450 peo-ple was the convenience sampling, and the self-administration method. The questionnaires of 367 people were used as valid samples, excluding the data in which responses were insincere or any part of the survey contents were omitted. The data processing for this study was conducted but performing the frequency analysis, Cronbach's α coefficient calculation, factor analysis, and the correlation analysis by using the SPSS 25.0 Program, a statistical package program. The multiple regression was also used. Results: The quality of service, identification of team, and the brand loyalty were consisted of 3, 1, and 1 fac-tors, each respectively, and as for the reliability, the result quality factor turned out to be 3α=.882, environmental quality factor α=.785, interaction quality factor α=. 732, identification of team factor α=.901, and the brand loy-alty factor turned out to be α=.912. Furthermore, as a result of performing the correlation analysis, it turned out that there was a positive(+) relationship between all of the factors. In the effect of quality of service on the identi-fication of team and the brand loyalty, it turned out that the result quality factor, environmental quality factor, and the interaction factor of quality of service have the effect on the brand loyalty factor of the brand loyalty and the brand loyalty factor of the brand loyalty. Conclusion: The quality of service turned out to have an effect on the identification of team and the brand loyalty. The quality of service in principle is excellent performance in game, and to provide fans with such excellent performance, the development of excellent players is a priority. Therefore, teams seek to build a system for foster-ing excellent players and provide a springboard for improving their performance. Furthermore, it is necessary to develop licensed products by using the images of players and diversify products incorporating new technologies. Beyond which, it will be helpful to increase sales online and offline and offer various discounts and events to make the experience of purchasing products easier.
#Disaster #Quality of Service #Identification of Team #Brand Loyalty #Licensed Product

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참고문헌 (34)

참고문헌 신청
Sungho Nam / 2020 / Analysis of the Perception of Leaders and Participants for the VALUE Creation of Sports for All in Urban Society / International Journal of Human & Disaster　 5(2):41~48 dbpia Kim Sung-hun / 2020 / The Structural Relationship among Safety Climate, Motive to Participate, and Leisure Satisfaction Level of Marine SPORTS Participants / Kinesiology 5(1):65~73 google schola Hwansuk Choi / 2021 / The Effect of Professional Awareness of Sports Leaders on Role Expectations and Service Satisfaction among Sports Participants to PROTECT the Sports Market / Protection Convergence 6(2):14~22 dbpia 박배진 / 2016 / 라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구 / 벤처창업연구 11(3):189~197 Crossref 박세혁 / 2005 / 프로축구 타이틀스폰서십 활동이 브랜드인지도, 브랜드선호도, 브랜드이미지에 미치는 영향 / 한국스포츠산업경영학회지 10(4):97~107 dbpia

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