학교동일시와 팀동일시가 팀 라이센싱 제품의 구매의도에 미치는 영향 ― 매개효과와 조절효과 ―The Effects of Team Identification and School Identification on Team Licensed Merchandise Purchase Intention ― Mediating and Moderating Roles ―
- Authors
- 권형일; 편도영
- Issue Date
- 2009
- Publisher
- 한국사회체육학회
- Keywords
- team identification; school identification; licensed merchandise; purchase intention; mediation
effect; moderation effect
- Citation
- 한국사회체육학회지, no.37, pp 345 - 355
- Pages
- 11
- Journal Title
- 한국사회체육학회지
- Number
- 37
- Start Page
- 345
- End Page
- 355
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/32966
- ISSN
- 1229-358X
- Abstract
- As the size of sport industry has been increasing, more and more attention has been given to
research of sport product purchasing intention. Among the studies on college sport teams, it has
been found that team identification and school identification influence purchase intention of school
team licensed merchandise. This study, based on the previous literature, developed two different
models (i.e., full mediation and moderation models) to further investigate the roles of the two
identifications in relation to school team licensed merchandise purchase intention. The full
mediation model hypothesized that school identification influences purchase intention indirectly via
team identification. The moderation model hypothesized that the relationship between team
identification and purchase intention should be moderated by school identification. Using the data
set (N=200) collected from a state university in the United States, the two models were tested.
The results indicated that the two models were all supported.
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