다속성 모델을 이용한 국내 프로야구 라이센싱 제품의 이해: 팀 유니폼 제품을 중심으로

Abstract

The purpose of this study was two-fold: 1) Based on Fishbein's Multi-Attribute Attitude Model, the attitude toward purchasing a professional baseball team uniform was examined and the relationship between the attitude and the purchasing-intention was investigated; and 2) The Importance-Performance Analysis was utilized to determine which purchasing influntial factor was strength or weakness in purchase of a professional baseball uniform. In order to perform this purpose, a total of 300 questionnaires were surveyed and 294 questionnaires were analyzed. In results, three factors (team's tradition, team-related area, and service) had positive influence on re-purchasing intention while other three factors (other people's opinion, shop's location, and price) had negative influence. Also, such a preferring team, player, and team factors as forming team-loyalty were classified in the dimension of 'keep up the good work'. On the other side, price, quality, and performance factors which are directly related to products were categorized in the dimension of 'low priority'.