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프로스포츠구단 SNS 활동 관여도가 구매의도에 미치는 영향The Relationships between Levels of Sports Fan’s Involvement for Social Network Service (SNS) of Professional Sports Team and their Purchasing Intention.

Other Titles
The Relationships between Levels of Sports Fan’s Involvement for Social Network Service (SNS) of Professional Sports Team and their Purchasing Intention.
Authors
윤태석배상우박두용정상원
Issue Date
2013
Publisher
한국사회체육학회
Keywords
involvement; purchase intention; SNS; professional sport team
Citation
한국사회체육학회지, no.53, pp 341 - 357
Pages
17
Indexed
KCI
Journal Title
한국사회체육학회지
Number
53
Start Page
341
End Page
357
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/133671
ISSN
1229-358X
2733-9114
Abstract
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.: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. 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 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. 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.
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College of Culture and Sports > Sport Business in Division of Global Sport Studies > 1. Journal Articles

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