확장된 목표지향적 행동모형을 활용한 스포츠 참여자의 구매의도 분석

Abstract

Creating shared value(CSV) refers to “policies and operating practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates” (Porter & Kramer, 2011, p. 6). The examination of CSV by the major manufacturer of sporting goods is important because it creates not only social values but also economic values. Despite the presence evidence of CSV indicating positive outcomes, little investigation has been made in this research context. In addition, there lacks a conceptual framework for understanding the relationship between CSV strategy and sports consumers. The purpose of this dissertation was to explore how CSV influences consumers’ intention of buying a specific sports brand. This study focused on a global sports brand, Adidas, and established a theoretical framework based on model of goal-directed behavior. Specifically, it addressed that consumers’ perception of attitude, subjective norm, positive anticipated emotion, negative anticipated emotion, and perceived behavioral control would influence on desire, and desire was expected to have a positive effect on purchase intention. Furthermore, the model proposed that authenticity would have the moderating effect on a model of goal-directed behavior. To test the hypotheses, this study collected data from various sports participants in two specific areas, Gwangju and Jeollanamdo Province, and employed structural equation modeling(SEM) to analyze the data(n=272) received through web-based questionnaires. Results indicated that attitude, positive anticipated emotion, and perceived behavioral control had a positive effect on desire, and desire was found to significantly influence on purchase intention. However, subjective norm and negative anticipated emotion were not related to desire, and perceived behavioral control was not significant on purchase intention. The model further proposed that authenticity moderated the relationship between attitude and desire, subjective norm and desire, and desire and purchase intention. Consequently, the findings of this dissertation would contribute the literature by expanding CSV in sport management and understanding the process of how sports participants make purchase decisions in response to sports brand company’s CSV strategy.