스포츠 광고유형이 광고태도, 이용행위, 구매의도에 미치는 영향

Abstract

The purpose of this study is to establish an efficient sports marketing communication strategy, and this study attempted to accomplish the purpose by investigating factors having effect on consumers` purchase intention by the advertising type. Therefore, this study used virtual advertisements and stadium advertisements as a stimulus, through which survey participants were divided into two groups based on the recollection level in each advertising group so that the difference and causality between factors might be investigated. As a result of comparatively analyzing the causality between factors having effect on the purchase intention of each group, this study found out that the virtual advertising recollection group had positive effect on the purchase intention through entertainingness and informativeness and even involvement, the primary behavior caused by the two previous factors, and the stadium advertising recollection group also had positive effect on the purchase intention through informativeness, but inconvenience had static effect on its conversion. When the conversion is completed, the chance of contacting advertisements comes to be lost, further naturally having negative effect on the purchase intention.