[논문]골프 광고 모델의 휴먼브랜드가 적합성 및 구매행동에 미치는 영향

신진호; 김우식

doi:10.12925/jkocs.2021.38.6.1502

[국내논문] 골프 광고 모델의 휴먼브랜드가 적합성 및 구매행동에 미치는 영향
The effect of human brand of golf advertising model on suitability and purchasing behavior 원문보기

Journal of the Korean Applied Science and Technology = 한국응용과학기술학회지, v.38 no.6, 2021년, pp.1502 - 1511

신진호 (서원대학교 레저스포츠학과) , 김우식 (대전대학교 생활체육학과)

초록
AI-Helper

본 연구는 골프 광고 모델의 휴먼브랜드 영역이 확장되면서 일어나는 현상에 대해 분석하고자 2021년 7월 1일 ~11월 15일까지 표본계획에 의해 모바일 서베이(URL)를 사용하여 521명을 인과 관계(SEM)를 적용 분석하였다. 첫째, 골프 광고 모델의 휴먼브랜드는 적합성에 통계적으로 유의미한 정(+)의 영향으로 가설이 채택되었다. 둘째, 적합성은 구매행도에 통계적으로 유의미한 정(+)의 영향으로 가설이 채택되었다. 셋째, 골프 광고 모델의 휴먼브랜드는 구매행동에 통계적으로 유의미한 정(+)의 영향으로 가설이 채택되었다. 마지막으로 부트스트레핑(bootstrapping)을 통해 간접효과를 산출한 결과 휴먼브랜드와 구매행동의 관계에서 적합성의 간접효과는 통계적으로 유의하다고 볼 수 있다.

Abstract ▼ AI-Helper

In order to analyze the phenomenon that occurs as the human brand domain of the golf advertising model expands, this study conducted a causal relationship (SEM) of 521 people using a mobile survey (URL) according to a sampling plan from July 1 to November 15, 2021. was applied and analyzed. First, the hypothesis was adopted with a statistically significant positive (+) effect on the fit of the human brand of the golf advertising model. Second, the hypothesis of suitability was adopted with a statistically significant positive (+) effect on purchasing behavior. Third, the human brand of the golf advertising model was hypothesized to have a statistically significant positive (+) effect on purchasing behavior. Finally, as a result of calculating the indirect effect through bootstrapping, it can be seen that the indirect effect of suitability in the relationship between human brand and purchasing behavior is statistically significant.

Keyword

표/그림 (8)

표 Table 1. Characteristics of the subject of investigation
표 Table 2. Contents of the survey tool
표 Table 3. Results of confirmatory factor analysis
표 Table 4. Results of correlation
표 Table 5. Results of structural equation model
표 Table 6. Results of hypothesis test
그림 Fig. 1. Results of hypothesis test.
표 Table 7. Results of standardized total effect

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