Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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Effect of Sports Human Brand's Goods Product Value on Emotional Response(PAD) and Consumption Behavior

스포츠 휴먼브랜드의 굿즈상품(Goods) 가치가 감정반응(PAD) 및 소비 행동에 미치는 영향

  • Kim, Woo-Sik (Department of Physical Education, Adjunct Professor, Daejeon University) ;
  • Shin, Jin-Ho (Department of Leisure Sports, Assistant Professor, Seowon University)
  • 김우식 (대전대학교 생활체육학과) ;
  • 신진호 (서원대학교 레저스포츠학과)
  • Received : 2022.01.29
  • Accepted : 2022.02.27
  • Published : 2022.02.28
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Abstract

This study conducted a online survey (URL), DM, , E-mail, etc. were used to sample 371 people using the standard convenience sampling method, and 320 valid samples excluding 51 unfaithful respondents were analyzed by applying causality (SEM). First, the hypothesis was adopted with the influence of positive (+) on the emotional response of the human brand's goods value. Second, the hypothesis was adopted that emotional response has a positive (+) effect on consumption behavior. Third, the human brand's goods value has a positive (+) effect on consumption behavior, and the hypothesis was partially adopted. Finally, the indirect effect of emotional response in the relationship between goods value and consumption behavior was found to be statistically significant.

본 연구는 스포츠 휴먼브랜드의 굿즈상품(Goods) 가치, 감정반응(PAD), 소비 행동 간 일어나는 현상을 분석하기 위해 2021년 10월 18일~2022년 1월 12일까지 온라인 서베이(URL), DM, E-mail 등을 활용하여 371명을 편의 표준추출법으로 표집하였으며, 불성실한 응답자 51명을 제외한 유효 표본 320명을 인과 관계(SEM)를 적용하여 분석하였다. 첫째, 휴먼 브랜드의 굿즈 가치는 감정반응에 정(+)의 영향으로 가설이 채택되었다. 둘째, 감정반응은 소비 행동에 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 셋째, 휴먼 브랜드의 굿즈 가치는 소비 행동에 정(+)의 영향을 미치며 부분적으로 가설이 채택되었다. 마지막으로 굿즈상품(goods) 가치와 소비 행동의 관계에서 감정반응의 간접효과는 통계적으로 유의 의미한 것으로 나타났다.

Keywords

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