The Influence of the Paralympic Sponsorship on Consumers' Purchase Intention

Abstract

The purpose of the current study was to investigate the influence of Paralympic sponsorship on corporate image and consumer purchase intension, and the mediating role of corporate image between sponsorship and purchase intention was examined. Furthermore, it was to investigate which dimension of corporate image plays as the mediating role in the relationship between Paralympic sponsorship and consumer purchase intention. 400 data were collected from residents of Seoul, Incheon, Busan, and Kwangju, Korea from December 20th, 2010 to January 10th, and 384 data were used. The data were analyzed by using SPSS/PC ver. 15.0 for Windows and AMOS 7.0 program. The mediating effects were tested by using Bootrapping method. The significance level was set at á = .05, and the results are as follows. First, promotion and contribution dimensions of Paralympic sponsorship had positive effects on corporate image. Second, Paralympic sponsorship had positive effects on consumers' purchase intention. Third, among corporate image dimensions, only corporate contribution image had positive effects on consumers' purchase intention. Fourth, corporate contribution dimension was partially mediating in the relationship between promotion dimension of Paralympic sponsorship and consumers' purchase intention and contribution dimension of Paralympic sponsorship and consumers' purchase intention.