스포츠 인플루언서 특성이 소비자 행동의도에 미치는 영향 : 협찬표시 매개효과

Abstract

The purpose of this study is to confirm the mediating effect of sponsorship display on the influence of sports influencer characteristics on consumer behavioral intention and to use it as basic data for establishing and developing an effective sports influencer marketing strategy. This survey was conducted on 427 Instagram users nationwide through an online survey for about 3 days from May 22, 2022. A total of 400 questionnaires were used for the analysis of the final results, excluding 27 questionnaires with insincere responses. Frequency analysis, confirmatory factor analysis, reliability analysis, one-way variance analysis, correlation analysis, multiple regression analysis, simple regression analysis, and mediation analysis were used as data processing methods to derive the following results. First, as a result of verifying the effect of sports influencer characteristics on consumer behavioral intention, purchase intention was found to be significant. Second, the results of verifying the mediating effect of sponsorship display between the characteristics of sports influencers and consumer behavioral intentions were found to be significant. The following is a result of verifying the significance of the indirect effect of sports influencer characteristics on consumer behavioral intention through sponsorship display through bootstrapping. The characteristics of Luencer had a partial mediating effect on consumer behavioral intention through the sponsorship display. Third, as a result of verifying the effect of sponsorship display on consumer behavioral intention, it showed a positive effect. Fourth, the indirect effect of the characteristics of sports influencers on consumer behavioral intention through the sponsorship display was found to be significant. The results of this study suggest that sponsorship marks are a factor that can affect consumers