스포츠광고에 대한 각성, 주의 및 구매의도 간의 구조적 관계

Abstract

The purpose of this study was to examine a structural relationship between arousal, attention and purchase intention in the context of sport advertising. Towards this end, a total of 250 collegiate students who are enrolling in the university of the metropolitan area was selected using a convenient sampling method. 224 usable data were utilized in the data analysis procedure. Data analyses included frequency analysis, descriptive analysis, correlation analysis, confirmatory factor analysis, reliability analysis and structural equation modeling with SPSS 23.0 and AMOS 22.0. The results of this study were as follows. Firstly, arousal had a significant impact on attention to sport advertising. Secondly, attention significantly affected purchase intention. Thirdly, arousal had a significant effect on purchase intention. Additional implications and future research opportunities were also suggested.