학교동일시와 팀동일시가 팀 라이센싱 제품의 구매의도에 미치는 영향 ― 매개효과와 조절효과 ―

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.