e스포츠 소비자들의 관여도에 따른 스폰서십 인식 정도 분석

Abstract

Purpose: The study is to establish the relationship between the e-sports consumers’ sponsorship awareness and their purchase intention towards sponsored products according to their involvement patterns. Method: A total of 325 visitors in “2019 HOT6 PUBG Korea League Phas 3e” were selected and the survey was conducted on/offline to be used in the study. The SPSS version 26.0 statistical program was used in the study for data processing. As for data analysis, descriptive sattistics, frequency analysis, correlation analysis , exploratory factory analysis, reliability analysis, two-way ANOVA, and multiple regression analysis were performed. The conclusions drawn from the above research objectives, methods. Results: First, it was shown that the differences in sponsorship awareness according to background variables only differ in gender, occupation and frequency of participation. Second, as for the impact on awareness of e-sports sponsorships according to the level of the involvement, indirect involvement in e-sports had a ll been statistically significant in corporate image, trust-buildnig, means of communication, and contributions to e-sports events. Third, the correlation between e-sports involvement and the purchase intention of e-sports products was statistically significant only in terms of indirect involvement. Conclusion: Amid the rapid development of e-sports industries around thew orld, the cooperation and e-f forts of our government and major corporations are particularly required on top of the interest of the e-sports participants.