프로야구팀이 소속 기업이미지 형성에 미치는 영향

Abstract

This study aims to examine the influences of image of the pro baseball teams on their corporate image using covariance structure analysis. It set the structural model of influences of the images of the pro baseball teams on their corporate image and those of the corporate image on purchase intention and analyzed causal relationship of each variable quantitatively. For accomplishing these purposes, it set general audience watching baseball games in the baseball field as the population and sampled 500 of the audience by random sampling. Out of the 450 (90%) questionnaires collected, 426 (85.2%) questionnaires excluding unfaithful or omitted answers were used as valid samples. It used measures by Aaker's measures (1997) and measuring instrument revised and adapted by Yu Tae-Yong's questionnaire (1994) to be suitable for the purposes of the study. The questionnaire consists of a total of 87 items including 10 items of general features of the population, 8 items of reliability, 11 items of Interest, 9 items of certainty, 9 items of advancedness, and 9 items of activity in relation to on image of pro sports teams, 6 items of intellect, 6 items of vitality, 6 items of inhumanity, 6 items of wildness, 6 items of solidity and 1 item of purchase Intention on corporate images. As a result of reliability test of measuring instruments, all factors showed a strong cohesiveness and a high reliability with Cronbach's alpha coefficient .7734~.9318. Accordingly, the reliability test of this study was supported. In order to perform the validity test of influences of the images of pro baseball teams on their corporate image, Varimax method of orthogonal rotation which emphasizes the mutual independence with SPSS was conducted and as a result of restructuring factors based on eigen value 1.0, it was found that the image of pro sports teams obtained verification validity in reliability, interest, certainty, advancedness and activity, and the corporate image did in inhumanity, intellect, solidity, vividness, and wildness. As a result of confirmatory factor analysis of these measuring instruments with maximum likelihood estimation of LISREL, it was found that load value of each measured value was over 0.4 and each measured vale had the convergent validity. This study used covariance structure analysis to examine the influences of pro baseball teams on their corporate image. The findings from structural model based on the above research and data analysis results are as follows: First, as a result of analyzing the influences of pro baseball team's image on its corporate image, reliability factor had a significant influence on the vitality and wildness, interest factor did on intellect, inhumanity and solidity, certainty factor did on intellect, vitality, inhumanity and wildness, advancedness factor did on intellect, vitality and inhumanity, and activity factor did on intellect, vividness, inhumanity, wildness and solidity. Second, as a result of analyzing the influences of corporate image on purchase intention, intellect, vitality and inhumanity had a significant influence on purchase intention. Putting these together, the factors of the images of pro baseball teams influenced the corporate image and the corporate image had also a significant influence on purchase intention. Accordingly, the businesses are required to support their pro sports teams in various ways to elevate the images of the pro sports teams and to develop the ways to enhance the images of their companies. In conclusion, it was considered that the businesses creates customer satisfaction with developmental, creative and human image for the quality improvement, maximizes the improvement of corporate image and attracts affirmative results to make consumers purchase their products.