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논문 기본 정보

자료유형
학술저널
저자정보
오인애 (서울대학교) 이태훈 (서울대학교) 장지석 (서울대학교) 임충훈 (서울대학교)
저널정보
상명대학교 글로벌문화예술교육연구소 Research in Dance and Physical Activity Research in Dance and Physical Activity Vol.5 No.2
발행연도
2021.8
수록면
11 - 30 (20page)

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초록· 키워드

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The purpose of this study is to examine how emotional arousal and pleasure experienced during Olympic competitions affect the consumption values, attitudes, and purchase intentions toward sponsoring brands. To fulfill this purpose, an experimental study was conducted with 30 participants and the research design consisted of 2 (Pleasure: Win/Loss) x 2 (Arousal: High/Low) between subjects. Data analyses included Reliability Tests, Independent Samples t-test, and two-way Analysis of Variance (ANOVA) using SPSS 25.0 statistical packages. The findings suggest the pleasure induced by the Olympics is an important factor in its rising positive effect on the consumption values (economic, social and product quality value), attitudes and purchase intentions toward Olympic sponsors. Although it was hypothesized that arousal due to the Olympics positively affects consumption values, attitudes and purchase intentions toward sponsoring brands, analysis results revealed only one significant effect on emotional consumption value. These findings show that arousal and pleasure, which increase in the Olympic competition, play an independent role in evaluating the consumption value of sponsors. Further, factors evaluating the value of Olympic sponsors cannot be assessed only through winning or losing.

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