한국 e스포츠 프로구단의 팀 속성과 팀 동일시, 스폰서동일시, 스폰서 브랜드 태도, 스폰서 제품 구매의도 간의 구조적 관계

Abstract

This study audience of 2019 League of Legend Champions Korea were selected as objects and the study were conducted on audience of 2019 League of Legend Champions Korea Competition held on June to August Sampling was performed by using the convenience sampling method, one of the non-probability sampling methods. 279 answers were collected and 245 were finally used while 34 were excluded due to insincerity. SPSS Version 25.0 and AMOS 22.0. werr used for frequency analysis, feasibility and reliability analysis, verification factor analysis, correlation analysis, and structural equation model analysis. Researching results were as followed. First, team attraction of professional e-sport team had no influence on team identification. Similarity of professional e-sport team had no influence on team identification. The competition result of professional e-sport team had effect on team identification. Star athletes of professional e-sport team had influence on team identification. Second, team identification of professional e-sport team had effect on sponsor identification. Third, team identification of professional e-sport team had influence on brand attitude of sponsor. Forth, sponsor identification of professional e-sport team had no influence on brand attitude of brand attitude of sponsor. Fifth, brand attitude of professional e-sport team sponsor had effect on purchase intention.