메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류
인문학
인문학 일반 역사학 철학 종교학 어문학 기타 인문학
사회과학
사회과학 일반 경영학 관광학 교육학 군사학 문헌정보학 법학 사회학 신문방송학 심리과학 정치외교학 지리학 행정학 경제학 무역학 인류학 기타 사회과학
자연과학
자연과학 일반 물리학 생물학 생활과학 수학·통계학 천문학 지구과학 화학 기타 자연과학
공학
공학 일반 건축공학 기계공학 산업공학 재료·에너지공학 전기전자공학 조선해양공학 화학공학 컴퓨터학 기타공학
의약학
의학 일반 간호학 수의학 약학 한의학 기초의학 임상의학 기타 의약학
농수해양학
농수해양학 일반 농학 수산학 식품과학 임학 축산학 해상운송학 기타 농수해양학
예술체육학
예술 일반 디자인 미술 미용 사진 음악학 의상 체육 공연매체예술 기타 예술체육학
복합학
학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

ENG

추천
검색
질문

논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제2호
발행연도
2020.4
수록면
63 - 74 (12page)

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색
질문

초록· 키워드

오류제보하기
Purpose: In recent years, a mobile augmented reality game such as Pokémon GO has become popular. Although past research has investigated the features of mobile technology and motivations for using Pokémon GO, little has been known about the relationship between the use of augmented reality game and the sponsorship company. Because the augmented reality game overlays digital contents on users’ everyday surroundings, the company which sponsors Pokémon GO may have the chance to develop positive relationships with the game users in both real and virtual environments. This paper, therefore, explores the antecedents of the attitude toward the sponsorship company in the augmented reality game context. Research design, data, and methodology: A total of 294 validated responses from Pokémon GO players were collected from an online survey. The data were analyzed with hierarchical regression techniques. To predict attitude toward the sponsorship company, attitude toward the Pokémon characters, competition, physical activity, and attention switching were included in the hierarchical regression model as independent variables. Gender and age were used as control variables. Further, the sample was divided into the low-level trainer group (n=144) and the high-level trainer group (n= 150), and the hierarchical regression models were tested, respectively. Results: The results show that attitude toward the Pokémon characters, competition and physical activity increase attitude toward the sponsorship company. Although attention switching is not associated with attitude to the sponsorship company, the relationship between two constructs is significant in the low-level trainer group. Conclusions: The present study reveals the positive association between Pokémon characters and the attitude towards the sponsorship company. Because the Pokémon franchise has lots of fans, the sponsorship company may develop positive relationships with individuals by supporting use of the augmented reality game. Also, competition and physical activity are the important factors for using Pokémon GO. The sponsorship company have the chance to develop the positive attitude with those who want to fulfil the need of competition or physical activity via Pokémon GO. Considering the negative role of attention switching in the low-level trainer group, the sponsorship company had better pay attention to low-level trainer's discontent.

목차

등록된 정보가 없습니다.

참고문헌 (26)

참고문헌 신청
Alexandris, K. / 2007 / Predicting Sponsorship Outcomes from Attitudinal Constructs : The Case of a Professional Basketball Event / Sport Marketing Quarterly 16(3):130~139 google schola Azuma, R. T. / 1997 / A survey of augmented reality / Presence : Teleoperators & Virtual Environments 6(4):355~385 google schola Chae, S. R. / Pokémon Go Users Plummet... in Five Months, 8.48 Million to 1.34 Million google schola Chapple, C. / Pokémon GO Has Best Year Ever in 2019, Catching Nearly $900 Million in Player Spending google schola 조대근 / 2017 / 제로레이팅에 대한 망 중립성 규제의 정당성 연구 / 인터넷정보학회논문지 18(5):133~141 Crossref

함께 읽어보면 좋을 논문

논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!

이 논문의 저자 정보

최근 본 자료

전체보기

댓글(0)

0