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http://dx.doi.org/10.12925/jkocs.2021.38.4.1156

Verification of Effectiveness of Soccer Shoe Brand 3I Model: Applying the Bootstrap BC Method  

Shin, Jin-Ho (Department of Leisure Sports, Seowon University)
Publication Information
Journal of the Korean Applied Science and Technology / v.38, no.4, 2021 , pp. 1156-1164 More about this Journal
Abstract
This study sought to provide basic data on the soccer shoe brand strategy method by verifying the effectiveness of the soccer shoe brand 3i model to derive the importance and implications of the brand 3i model. Therefore, the sample was selected for those who have purchased soccer shoes for the past three years, and 421 copies of the data were applied to the final analysis. Data processing performed frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, and structural equation model analysis, all of which utilized SPSS (ver. 21.0) and AMOS (ver. 20.0) programs. The conclusions of this study are as follows. First, soccer shoe brand 3i model had a significant influence on brand trust. Second, brand trust had a significant influence on consumer purchasing behavior. Third, soccer shoe brand 3i model had a significant influence on consumer purchasing behavior. Lastly, brand trust between soccer shoe brand 3i model and consumer purchasing behavior showed partial mediated effect.
Keywords
soccer shoe; brand 3i model; brand trust; consumer purchasing behavior; bootstrap;
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