프로스포츠구단 SNS 활동 관여도가 구매의도에 미치는 영향

Abstract

This Study examined how sports fan`s involvement levels for Social Network Service (SNS) of professional sports teams affected their purchasing behaviors. Data analyses for this study included an exploratory factor analysis, cross tabulation analyses, correspondence analyses, and multi-variate analyses of variance for two hundred ninety five subjects using SPSS version 20.0. The result of this paper as follows.: The results examining the purchasing intention behaviors for tickets and licensing products among three groups indicated people belonging to the Low involvement group was less likely to recommend licensing products to others compared to people of the Middle and High involvement groups. There were statistically significant differences in re-purchasing intention for game tickets and licensing products among all three groups. In the re-purchasing intention for concessions, people of High group were different from people of Low and Middle groups. The results examining the purchasing intention behaviors for tickets and licensing products among three groups indicated people belonging to the Low involvement group was less likely to recommend licensing products to others compared to people of the Middle and High involvement groups. There were statistically significant differences in re-purchasing intention for game tickets and licensing products among all three groups. In the re-purchasing intention for concessions, people of High group were different from people of Low and Middle groups.