종목 인기도가 대학생들의 스포츠 스폰서십인식, 기업이미지, 기업태도, 취업선호도에 미치는 영향

Abstract

This study is to examine the influence of the popularity of sport event (high vs low) on college students’ perception of sponsorship (authenticity of sponsorship and attitude on sponsorship), sponsor image, sponsor attitude and job preference to the sponsor. Also, this study analyzes the relations among perception of sponsorship, sponsor image, sponsor attitude and job preference through structural equation model and examine if the popularity of sport event has significant effect on causal path among them. The subjects were college students and 382 copies of questionnaire which included sponsorship scenario of popular sport event, basketball, and non-popular sport event, curling, were selected as final valid samples out of 400 copies collected by convenience sampling. The collected data were analyzed by using Window SPSS ver. 15.0 and AMOS 7.0. The results are as follows. First, there is significant differences between popular sport event sponsorship and non-popular sport event sponsorship on sponsorship attitude, sponsor image, sponsor attitude and job preference : Sponsorship for non-popular sport event gets the more positive response than popular sport event sponsorship. Second, sponsorship perception has positive influences on sponsor image and sponsor attitude. Also, both of sponsor image and sponsor attitude have positive influence on job preference. However, sponsorship perception has no significant effect on job preference. Third, the popularity of sport event has no significant effect on the causal path between perception of sponsorship and sponsor image, between perception of sponsorship and sponsor attitude, and between sponsor image and job preference. The practical implication of the results and suggestions are presented with these results.