• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1742-1753
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• 2007

The purposes of this study were to segment consumer groups by evaluative criteria and to find the differences among the groups in regard to sportswear benefits sought, domestic and imported brand attitudes, and sportswear image preferences. The subjects used for the study were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, t-test, and chi-square test. The results showed that there were two sportswear segments : brand/design-oriented group and function-oriented group. Statistical analyses showed that the two sportswear segments were different in regard to sportswear benefits sought, domestic and imported brands attitudes, sportswear image preferences, and demographics. Brand/design-oriented group sought the benefits of sex appeal/impression improvement, individuality, and conspicuousness, had a more favorable attitude toward imported brands, and preferred a prestigious image. They were relatively younger and had a higher income. In the meanwhile, function oriented group sought a comfort benefit from sportswear, had a more favorable attitude toward domestic brands, and preferred simple and active images. There were more high school graduates and home makers in function-oriented group. The implications of the study were discussed.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1222-1228
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• 2009

Recently, industrialization of sports is consisting rapidly as social part of sports is magnified by diffusion of domestic sports market and sport consumer's increase. Sports sponsorship has property of a communication policy too and contributes to climb general communication effect of corporation. The purpose of this study is that we are to review relationship among the sports sponsorship, product attitude and purchase Intention. The results of research hypotheses are that sports players, events sponsorship have effect on product attitude except teams sponsorship, then product attitude has an effect on purchase intention.

• Journal of Korea Game Society
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• v.21 no.2
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• pp.89-98
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• 2021

This study investigated the link between esports spectators and their tourism intention using value-attitude-behaviour hierachy(VAB) and co-branding. We've conducted a survey on Chinese who had a direct spectator experience on esports. Using a total of 311 samples, this study found that the link between the attitude of esports shows a positive effect on the tourism intention of the venue. Also, esports attributes have a positive relationship with the attitude of the venue.

• Journal of Digital Contents Society
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• v.19 no.3
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• pp.461-470
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• 2018

The purpose of this study was to examine the relationship among presence, enjoyment, brand attitude, and purchase intention of sports brand advertising based on augmented reality. The results are as follow. First, presence influenced positively on enjoyment perceived by sports brand advertising based on augmented reality. Second, presence influenced positively on brand attitude of sports brand advertising based on augmented reality. Third, enjoyment perceived by sports band advertising based on augmented reality influenced positively on brand attitude. Fourth, enjoyment perceived by sports brand advertising based on augmented reality influenced positively on purchase intention. Fifth, brand attitude influenced positively on purchase intention.

• Journal of the Korea Society of Computer and Information
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• v.28 no.1
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• pp.129-136
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• 2023

In this paper, we propose the positive effects of Virtual Reality(VR) sports classes and the foundation for VR sports to become the basis of lifelong sports education through the application of physical education classes in sports virtual reality programs are to be provided. For this purpose, the effect of VR sports experience on sports satisfaction, sports immersion, and sports attitude factors was investigated for 281 elementary school students in Busan. Results It was found that VR sports experience had a significant effect on sports satisfaction, sports satisfaction had a significant effect on sports immersion and sports attitude, and sports immersion had a significant effect on sports attitude. The great advantage of sports virtual reality is that sports activities for items that are difficult to deal with in physical education classes and unpopular items will be easily performed. In addition, by using a program that links physical education classes with English and mathematics, physical education will be recognized as a convergence subject by elementary school students, and at the same time, it will become an integrated subject that can acquire fun elements and learning elements at the same time through play or games.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.345-354
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• 2018

The purpose of this study was to investigate the structural relationship between advertising attributes, advertising attitude, brand image, and purchase intention of sports brand on SNS. For this purpose, 250 valid samples from the convenience sampling method were used as the final analysis data. Entertainment, information, and credibility among ad attributes had a positive effect on SNS users' advertisement attitude toward sport brands, and irritation has a negative effect on ad attitude. The ad attitude formed by the advertising attributes positively affected the image of the sports brand and the purchase intention. Brand image had a positive effect on purchase intention. The results of this study may be helpful to maximize SNS advertising effect of sports brands and to identify some important factors that can affect direct purchasing behavior of sports majors, one of the target groups of companies promoting sports brands using SNS.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.151-157
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• 2018

The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

• 대한정형외과스포츠의학회:학술대회논문집
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• 2005.04a
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• pp.32-32
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• 2005

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.10
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• pp.214-221
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• 2018

This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.

• 대한정형외과스포츠의학회:학술대회논문집
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• 2004.04a
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• pp.22-28
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• 2004