대학농구팀 스폰서십의 설득의도성이 스폰서태도, 이벤트-스폰서 일치성 및 졸업 후 모교후원의도에 미치는 영향

Abstract

The purpose of this study was to examine the influences of persuasion attempt of collegiate basketball team sponsorship on sponsor attitude, event-sponsor coincidence andf uture intention for giving. By doing so, this study aimed to utilize the result of study for a practical marekting strategy in operating and developing spor t infrastructure for Korean collegiate sport circumstances. The participants of this study consisted of 480 university’s students selected from five universities(Seoul and Gyeinggi in Korea). Samples were extracted by convenience sampling method. 455 surveys were collected, and removing those that have no or insufficient answers,total 431 surveys were used as data in actual analysis. In data processing; via SPSS 18.0 version for Window, frequence analysis, exploratory factor analysis, Cronbach’s α, Pearson’s correlation analysis and multiple regression analysis were conducted in order to study th e relationships among persuasion attempt of collegiate basketbal lteam sponsorship, sponsor attitude, eventsponsor coincidence and future intention for giving. Based on the results, the following conclusion was obtained. First, persuasion attempt of collegiate basketball team sponsorship (sponsor coincidence, sponsor effort)had influence on sponsor attitude. Second, persuasion attempt of collegiate basketball team sponsorship (sponsor familiarity, sponsor effort) had influence upon event-sponsor coincidence. Third, persuasion attempt of collegiate basketball team sponsorship (sponsor familiarity, sponsor effort) had influence on future intention for giving.