Browse > Article
http://dx.doi.org/10.12925/jkocs.2022.39.1.84

Effect of Sports Human Brand's Goods Product Value on Emotional Response(PAD) and Consumption Behavior  

Kim, Woo-Sik (Department of Physical Education, Adjunct Professor, Daejeon University)
Shin, Jin-Ho (Department of Leisure Sports, Assistant Professor, Seowon University)
Publication Information
Journal of the Korean Applied Science and Technology / v.39, no.1, 2022 , pp. 84-95 More about this Journal
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.
Keywords
Human Brand; Goods; Value; Emotional Response; PAD; Consumption Behavior;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 B. S. Kim, T. S. Choi, J. M. Yoo, "The effect of sport stars' model image on advertising attitude, brand equity and purchasing intention", Sport Science, Vol.33, No.2, pp.49-63, (2016).
2 J. J. Lee, "The Influence of Self-Compassion on Consumer Behavior in the Process of Symbolic Benefit-Brand Purchase", Journal of Product Research, Vol.37, No.5, pp.115-121, (2019).   DOI
3 H. J. Jo, D. R. Chang, "Impacts of Lifestyle on Purchasing Behavior, Brand Attitude and Brand Loyalty", Journal of Brand Design Association of Korea, Vol.15, No.4, pp.133-144, (2017).   DOI
4 R. G. Hwang, M. K. Lee, "Impact of Character Goods Characteristics On Consumer Attitude and Purchase Intention", Journal of Tourism Management Research, Vol.24, No.7, pp.513-537, (2020).   DOI
5 K. T. Kim, "The effect of selection attributes in leisure-sport class on emotional response and behavioral intention", Korean Journal of Sports Science, Vol.29, No.3, pp.359-370, (2020).   DOI
6 H. J. Lee, K. M. Cho, "The Structural Relationship among Perceived Personalization, Emotional Response, Advertising Attitudes and Purchase Intention of Social Native Advertising of Sport Product", The Korean Journal of Physical Education, Vol.60, No.1, pp.235-252, (2021).   DOI
7 J. O. Jang, J. K. Kim, B. S. Kim, "The Relationship between University Students Identification and Buying Intention for Sports Star Image", Korean Journal of Sports Science, Vol.23, No.2, pp.135-143, (2014).
8 K. H. Ahn, J. H. Lee, "The Influence of Consumer Need Satisfaction and Star Traits on Consumer Attachment to Star Brand and Consumer Response to Product Brand Sponsored by Star Brand", Asia Marketing Journal, Vol.12, No.1, pp.51-79, (2010).
9 J. W. Kim, J. H. Park, "The Structural Relationship among Trust, Consumer-Sports Human Brand Relationship and Supportive Behavior", The Korean Journal of Sport, Vol.15, No.4, pp.185-194, (2017).
10 J. s. Lee,.S. m. Yoon, "How to influence the perceived values of the overseas travel package on brand awareness, brand loyalty", Journal of Tourism Management Research, Vol.83, pp.403-422, (2018).
11 R. P. Bagozzi, Y. Yi, "Multitrait-multimethod matrices in consumer research", Journal of Consumer Research, Vol.17, No.4, pp.426-439, (1991).   DOI
12 N. H. Park, T. Y. Chun, "The Effects of Experiential Value on Emotional Responses and Brand Loyalty in Foodservice Franchise Business", Korea Logistics Review, Vol.26, No.6, pp.127-138, (2016).
13 N. M. Kim, "Do Celebrity Memorabilia Improve Consumer Happiness?", Korean Consumption Culture Association, Vol.22, No.3, pp.1-17, (2019).   DOI
14 H. N. Min, M. S. Jang, "A Study on the Visual Semiotics of Retro Goods Design", The Korean Society of Illustration Research, Vol.61, pp.39-49, (2019).   DOI
15 J. H. Son, H. M. Seo, S. H. Yoon, "Effect of Visual Identity of Professional Sports Team on Team Image, Team Reputation and Purchase intention of Licensed Products", Korean Society For Sport Management, Vol.20, No.6, pp.19-34, (2015).
16 S. J. Lee, S. Y. Lee, "A Study on the Expandability of Character Goods with a Spectralization of Scentralization : Focused on the Character Market Targeted at Women", The Korean Journal of animation, Vol.15, No.2, pp.199-210, (2019).   DOI
17 J. Wang, H. N. Kim, "The Effects of Celebrity and Goods Characteristics on Purchase Intentions of Fashion vs. Non-fashion Goods", Korean Journal of Human Ecology, Vol.29, No.6, pp.905-916, (2020).   DOI
18 H. Oh, "Price fairness and its asymmetric effects on overall price, quality, and value judgments", Tourism Management, Vol.24, pp.241-249, (2003).   DOI
19 H. K. Cho, J. H. Lee, J. H. Lee, "The Effect of Golf Consumer's Emotion Consumption Value on Consumption Propensity and Purchase Intention", Journal of Golf Studies, Vol.13, No3, pp.53-66, (2019).   DOI
20 H. N. Min, M. S. Jang, "A Study on the Visual Semiotics of Retro Goods Design", The Korean Society of Illustration Research, Vol.61, pp.39-49, (2019).   DOI
21 A. R. Ko The effects of PAD Emotional Responses by Consumption Value of Goods on Brand Charisma and Brand Loyalty, pp.1-2, [Unpublished Master's dissertation], Kyung Hee University, (2021).
22 S. J. Ra, A Study on Development of Interactive Smart Goods for Raincoat, pp. 11-14, [Unpublished Master's dissertation], Kook min University, (2018).
23 S. J. Yoon, Study on Goods Manufacturing Activities of Youth in Fandom, pp.18-19, [Unpublished Master's dissertation], Chung-Ang University, (2018).
24 D. Y. Roh, T. L. Kim, "The effect of Advertising Attributions using Sports Star on Customer Attitude and Purchase Intention", Korean Journal of Sports Science, Vol.24, No.3, pp.913-923, (2015).
25 J. U. Won, E. S. Oh, "A Study on a Story-Based Goods Design for Activation of Regional Tourism Brands", Communication Design Association of Korea, Vol.73, pp.341-351, (2020).
26 R. F. YI, The Influence of the Perceived Value of Goods : goods on Perchasing Intention, pp.34-40, [Unpublished Master's dissertation], Chonnam National University, (2020).
27 C. Fornell, D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol.18, No.1, pp.39-50, (1981).   DOI
28 I. W. Song, A study on the self image congruity of sports product parent brand image on the attitude of extension brand and purchase intention, pp.1-5, [Unpublished doctoral dissertation], Kyung Hee University, (2013).
29 H. W. Jang, S. B. Lee, "The effects of sensory marketing on PAD emotions, satisfaction and revisit intention in coffee shops", Korean Journal of Hospitality and Tourism, Vol.28, No.3, pp.35-51, (2019).
30 J. Y. Hwang, The Effect of Consumption Value of Museum Goods on Purchasing Intention, pp.12-17, [Unpublished Master's dissertation], Sungkyunkwan University, (2020).
31 D. K. Kim, Y. D. Choi, H. W. Kim, "The Relation among crowdedness and negative emotion according to time pressure on the situation of buy of sports product", Korean Journal of Sports Science, Vol.25, No.5, pp.567-581, (2016).
32 J. W. Kim, "The Structural Relationship among Professional Baseball Human Brand, Team Identification, Team Royalty and Repurchase Intention", The Korean Journal of Sport, Vol.15, No.2, pp.401-411, (2017).
33 S. Fournier, "Consumer and their brands: Developing relation theory in consumer research", Journal of Consumer Research, Vol.24, No.4, pp.343-373, (1998).   DOI
34 I. S. Hwang, S. I. Lee, "A Study on the Effects of fairness perception in Sports Center on Emotional Response, Recovery Satisfaction, and Reuse Intention", Korean Journal of Sports Science, Vol.30, No.5, pp.621-637, (2021).
35 S. J. Yang, J. H. Kim, "The Effects of Human Brand and Self-Congruity on Human Brand Attachment and Human Brand Purchase Intention", Journal of Korea Culture Industry, Vol.21, No.2, pp.81-92, (2021).   DOI
36 J. Y. Park, Y. K. Jung, "The Effect of Human Brand and Company, Human Brand and Consumer Concordance on Brand Attitude and Purchase Intention", The Tourism Sciences Society of Korea, Vol.80, pp.885-892, (2016).
37 J. Y. Hwang, M. J. Park, "The Effects of Idol Human Brand's Characteristics on Consumer's Idol Human Brand Attachment, Desire to Imitate, Desire to Identify, and Purchase Intention", Fashion & Textile Research Journal, Vol.23, No.5, pp.559-575, (2021).   DOI
38 E. T. Kim, S. Y. Lee, M. S. Chae, "The Consumption Value of Goods Effect on Purchase Intention of Corporate Brand Products", The Journal of the Convergence on Culture Technology, Vol.7, No.3, pp.321-334, (2021).   DOI
39 J. H. Cho, The Scheme for Export Revitalization of Products Related to Korean Wave, pp.20-36, [Unpublished doctoral dissertation], Kon kuk University, (2014).
40 A. Mehrabian, J. A. Russell, "An Approach to Environmental Psycho", Cambridge, MA : MIT Press, p.26, (1974).
41 W. J. Hovlena, M. B. Holbrook, "The varieties of Consumer Behaivor", Journal of Consumer Research. Vol.13, pp.394-404, (1986).   DOI
42 H. R Lee, Y. H. Kim, "The Effects of the Service Failure's Recovery on the Emotional Response and the Purchase Intention in the Restaurant", Korean Hospitality and Tourism Academe, Vol.14, No.2, pp.293-314, (2005).
43 J. Y. Kim, S. H. Park, "Effectsof Physical Environment of Buffet Restaurants on Emotional Reaction, Customer Satisfaction and Loyalty", Korean Journal of Tourism Research, Vol.28, No.3, pp.427-447, (2013).
44 Y. W. Suh, Y. W. Son, "A Study on the Development of Korean Consumption Emotion Items", Korean Journal of Consumer and Advertising Psychology, Vol.5, No.1, pp.69-92, (2004).
45 M. H. Son, N. Y. Choo, S. H. Cho, "The Effect of Instructors' Nonverbal communication on Emotional Reactions, Service Value, and Customer Satisfaction in Sport Center", The Korean Journal of Physical Education, Vol.53, No.5, pp.249-260, (2014).