야구동호인의 야구용품 브랜드이미지와 선택속성이 소비행동에 미치는 영향

Abstract

The purpose of this study is to examine the effects of brand images and selection attributes of baseball gear on consumption behaviors in baseball club members. Baseball club members in G Metropolitan City as of 2011 served as a population. A questionnaire survey was conducted with total of 400 participants from five districts, with 80 in each district, and effective samples of 357 were coded. Finally, using SPSS 19.0, the following conclusion was drawn. First, for the difference in brand images in terms of demographic characteristics, there was statistically significant difference in emotional value(F=4.405*) for age; in emotional value(t=-2.137*) for marital state; in emotional value(F=3.163*) for the amount of money of their baseball gear; and in functional value(F=4.757***) and emotional value(F=2.556*) for preferred brand. Second, for the difference in selection attributes in terms of demographic characteristics, there was statistically significant difference in function(F=3.341*), service(F=4.773**), and price(F=3.185*) for age; in brand(F=2.639*) and individuality(F=2.841*) for activity career; in design(F=3.379**), price(F=5.285***), and individuality(F=3.902**) for the amount of money of their baseball gear; and in brand(F=4.242***), function(F=5.658***), service(F=3.709**), and price(F=2.442*), individuality(F=4.538***) for preferred brand. Third, for the effects of brand images on consumption behaviors, there was a positive effect of brand resonance(t=6.815***) on planned purchase; of brand resonance(t=4.234***) and emotional value(t=3.020**) on impulse purchase; brand resonance(t=2.546*), functional value(t=4.611***), and emotional value(t=4.905***) all on conspicuous purchase; functional value(t=3.221***) and emotional value(t=5.780***) on conformity purchase; and brand resonance(t=4.445***), functional value(t=4.266***), and emotional value(t=3.144**) all on repeat purchase. Finally, for the effects of selection attributes on consumption behaviors, there was a positive effect of brand(t=6.205***), function(t=3.019**), and price(t=2.310*) on planned purchase; of brand(t=2.923**), price(t=4.584***), and individuality(t=3.546***) on impulse purchase; of brand(t=2.276*), function(t=2.287*). price(t=4.955***), and individuality(t=4.908***) on conspicuous purchase; design(t=2.276*), function(t=2.287*). and price(t=4.955***) on conformity purchase; and function(t=2.276*), price(t=2.287*). and individuality(t=4.955***) on repeat purchase.