Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The effect of human brand of golf advertising model on suitability and purchasing behavior

골프 광고 모델의 휴먼브랜드가 적합성 및 구매행동에 미치는 영향

  • Shin, Jin-Ho (Department of Leisure Sports, Assistant Professor, Seowon University) ;
  • Kim, Woo-Sik (Department of Physical Education, Adjunct Professor, Daejeon University)
  • 신진호 (서원대학교 레저스포츠학과) ;
  • 김우식 (대전대학교 생활체육학과)
  • Received : 2021.12.01
  • Accepted : 2021.12.15
  • Published : 2021.12.30
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Abstract

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.

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.

Keywords

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