스포츠 휴먼브랜드 속성이 브랜드 동일시, 소비자-브랜드 관계 및 확장된 브랜드 구매의도에 미치는 영향

Abstract

This study aimed to determine how human brand attributes relate to human brand identification, consumer-human brand relationship, and expanded human brand purchase intention. Using the snowball sampling of the non-probability sampling, online questionnaire method was conducted for 15 days in August, 2014 and the target were citizens in Seoul and Gyeonggi-do. Except for 15 data which were not seriously taken, 435 responses were used as valid samples. PASW 21.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis, and AMOS 21.0 was used to conduct confirmatory factor analysis and structure equation modeling. The conclusions drawn from this study are as follows. First, the reliability and attractiveness of human brand attributes were found to have a positive effect on human brand identification, but professionalism had no effect on human brand identification. Second, human brand identification had a positive influence on the consumer-human brand relationship. Third, human brand identification had a positive impact on expanded human brand purchase intention. Lastly, the consumer-human brand relationship had a positive influence on expanded human brand purchase intention.