Publications

Detailed Information

Factors Influencing Consumer's Purchasing Intention Towards Licensed Sport Team Merchandise: A Study of the Korean Market

DC Field Value Language
dc.contributor.advisor김기한-
dc.contributor.author김희준-
dc.date.accessioned2017-07-19T02:14:48Z-
dc.date.available2017-07-19T02:14:48Z-
dc.date.issued2014-02-
dc.identifier.other000000018023-
dc.identifier.urihttps://hdl.handle.net/10371/127293-
dc.description학위논문 (석사)-- 서울대학교 대학원 : 체육교육과, 2014. 2. 김기한.-
dc.description.abstractLicensed sport team merchandise is products that include the manufacture and team logo that is sold to the public. The purpose of the study is to find out what factors influence the purchase intention among licensed sport team merchandise in the Korean market. In detail, price, perceived quality, manufacture brand image, and team brand image, was measured in the study along with fanship reacting as the moderating effect.
To examine which elements influenced the purchase intention of licensed sport team merchandise, a survey method was conducted among random samples. Linear regression was conducted to see if price, perceived quality, manufacture brand image, and team brand image influence the purchase intention.
The results of the study has shown that price, manufacture brand image, and team brand image were important elements for the purchase intention of licensed sport team merchandise. When fanship reacted as the moderator, the results showed that individuals became less sensitive about price, manufacture brand image, and team brand image.
-
dc.description.tableofcontentsTable of Content

I. INTRODUCTION 1
1. Study Background 1
2. The Purpose of the Study 4
II. THEORY 6
1. Background 6
2. Self-Expression & Functional Benefit Representation Model 8
3. Functional Benefit Representation Model & Licensed Sport Team Merchandise 11
1) Perceived Quality 11
2) Price 12
4. Self-Expression Model & Licensed Sport Team Merchandise 14
1) Team Brand Image 14
2) Manufacture Brand Image 17
5. Moderating Effect of Fanship 20
1) Identity Theory 20
2) The Role of Fanship 24
6. Control Variables 31
1) Impulsivity 31
2) Mood 33
III. HYPOTHESIS 35
IV. RESEARCH METHOD 36
1. Procedure 36
2. Participants 37
3. Measurement 37
4. Instrumentation 38
1) Purchase intention. 38
2) Price 39
3) Perceived quality 40
4) Manufacturer brand image 40
5) Team brand image 41
6) Fanship 41
7) Impulsivity 42
8) Mood 42
V. RESULTS 44
1. Participants 44
2. Descriptive Statistics 45
3. Hypothesis Testing 51
VI. DISCUSSION 57
1. Discussion and Findings 57
2. Theoretical Implications 59
3. Managerial Implications 62
4. Limitation and Future Research 65
VII. LIST OF REFERENCE 68
-
dc.formatapplication/pdf-
dc.format.extent662506 bytes-
dc.format.mediumapplication/pdf-
dc.language.isoen-
dc.publisher서울대학교 대학원-
dc.subjectLicensed Sport Team Merchandise-
dc.subjectPurchase Intention-
dc.subjectPrice-
dc.subjectManufacture Brand Image-
dc.subjectTeam Brand Image-
dc.subject.ddc796-
dc.titleFactors Influencing Consumer's Purchasing Intention Towards Licensed Sport Team Merchandise: A Study of the Korean Market-
dc.typeThesis-
dc.contributor.AlternativeAuthorHijun Kim-
dc.description.degreeMaster-
dc.citation.pages78-
dc.contributor.affiliation사범대학 체육교육과-
dc.date.awarded2014-02-
Appears in Collections:
Files in This Item:

Altmetrics

Item View & Download Count

  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Share