지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학위논문
- 저자정보
- 지도교수
- 裵相宇
- 발행연도
- 2013
- 저작권
- 고려대학교 논문은 저작권에 의해 보호받습니다.
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ABSTRACT
The Relationships between levels of Sports Fan’s Involvement for Social Network Service (SNS) of Professional Sports Team and their Purchasing Behaviors.
Yoon, Tae-Seok
Department of Sport Leisure Studies
The Graduate school
Korea University
This Study examined how sports fan’s involvement levels for Social Network Service(SNS) of professional sports teams affected their purchasing behaviors.
Data analyses for this study included an exploratory factor analysis, cross tabulation analyses, correspondence analyses, and multi-variate analyses of variance for two hundred ninety five subjects using SPSS version 20.0.
The result of this paper as follows.:
1) Three different group (Low, Middle, High) were identified based on the levels of involvement for SNS, and there is few statistically significant differences in their demographic information among three groups.
2) There were differences in purchasing behaviors for ticket and licensing products, but no statistical difference in purchasing concessions among groups.
3) The results examining the purchasing intention behaviors for tickets and licensing products among three groups indicated people belonging to the Low involvement group was less likely to recommend licensing products to others compared to people of the Middle and High involvement groups.
4) There were statistically significant differences in re-purchasing intention for game tickets and licensing products among all three groups. In the re-purchasing intention for concessions, people of High group were different from people of Low and Middle groups.
The research found evidence of differences between levels of sports fan’s involvement for SNS and their purchasing behavior. It is recommended that future research should investigate national and regional difference as well as differences as well as differences between male and female professional sports leagues.
The Relationships between levels of Sports Fan’s Involvement for Social Network Service (SNS) of Professional Sports Team and their Purchasing Behaviors.
Yoon, Tae-Seok
Department of Sport Leisure Studies
The Graduate school
Korea University
This Study examined how sports fan’s involvement levels for Social Network Service(SNS) of professional sports teams affected their purchasing behaviors.
Data analyses for this study included an exploratory factor analysis, cross tabulation analyses, correspondence analyses, and multi-variate analyses of variance for two hundred ninety five subjects using SPSS version 20.0.
The result of this paper as follows.:
1) Three different group (Low, Middle, High) were identified based on the levels of involvement for SNS, and there is few statistically significant differences in their demographic information among three groups.
2) There were differences in purchasing behaviors for ticket and licensing products, but no statistical difference in purchasing concessions among groups.
3) The results examining the purchasing intention behaviors for tickets and licensing products among three groups indicated people belonging to the Low involvement group was less likely to recommend licensing products to others compared to people of the Middle and High involvement groups.
4) There were statistically significant differences in re-purchasing intention for game tickets and licensing products among all three groups. In the re-purchasing intention for concessions, people of High group were different from people of Low and Middle groups.
The research found evidence of differences between levels of sports fan’s involvement for SNS and their purchasing behavior. It is recommended that future research should investigate national and regional difference as well as differences as well as differences between male and female professional sports leagues.
목차
목 차Ⅰ. 서 론 ···················································································································· 11. 연구의 필요성 ································································································ 12. 연구의 목적 ···································································································· 83. 연구의 가설 ···································································································· 84. 연구의 제한점 ································································································ 9Ⅱ. 이론적 배경 ···································································································· 101. Social Network Service(SNS) ···························································· 101) Social Network Service(SNS)의 개념 및 특징 ···························· 102) Social Network Service(SNS)의 현황 ············································ 133) Social Network Service(SNS)의 스포츠단체 활용현황 ·············· 152. 관여도 ··········································································································· 191) 관여도의 개념 ························································································· 192) 관여도의 유형 ························································································· 203. 소비자 행동과 구매행동 ··········································································· 234. 선행연구의 고찰 ························································································ 261) 관여도에 대한 선행연구 ········································································ 262) SNS에 대한 선행연구 ·············································································· 273) 구매행동에 대한 선행연구 ···································································· 294) 선행논문 고찰을 통한 본 연구의 필요성 ·········································· 30Ⅲ. 연구 방법 ········································································································ 321. 연구 대상 및 표집 방법 ············································································ 321) 인구통계학적 특성 ·················································································· 322. 조사 도구 ······································································································ 341) 구단 SNS 활동 문항 ················································································ 342) 구단 SNS 관여도 문항 ············································································ 353) 구매행동 문항 ·························································································· 354) 구매의도 문항 ·························································································· 363. 자료 처리 ······································································································ 374. 조사도구의 타당성과 신뢰도 ··································································· 37Ⅳ. 연구 결과 ········································································································ 401. 스포츠팬의 구단 SNS활동 특성 ································································ 402. 구단 SNS 관여도에 따른 인구통계학적 특성 ········································ 423. 구단 SNS 관여도에 따른 구매행동의 차이 ············································ 461) 구단 SNS 관여도에 따른 티켓구매행동의 차이 ································ 462) 구단 SNS 관여도 따른 라이센싱제품 구매행동의 차이 ·················· 533) 구단 SNS 관여도 따른 식음료 구매행동의 차이 ······························ 634. 구단 SNS 관여도에 따른 구매의사의 차이 ············································ 681) 구단 SNS 관여도에 따른 구매의도의 차이 ········································ 702) 구단 SNS 관여도 따른 라이센싱제품 구매의도의 차이 ·················· 703) 구단 SNS 관여도 따른 식음료 구매의의 차이 ·································· 715. 구단 SNS 관여도에 따른 구단 SNS 이용특성 차이 ······························ 71Ⅴ. 논의 ·················································································································· 821. 구단 SNS 관여도에 따른 구단 인구통계학적 특성의 차이 ················ 822. 구단 SNS에 대한 스포츠팬의 관여도에 따른 구매행동의 차이 ········ 833. 스포츠팬의 구단 SNS의 관여도에 따른 구매의사의 차이 ·················· 874. 스포츠팬의 구단 SNS 관여도에 따른 구단 SNS 활동의 차이 ············ 89Ⅵ. 결론 및 제언 ·································································································· 921. 결론 ················································································································ 922. 제언 ················································································································ 95참 고 문 헌 ··········································································································· 97
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