체험형 스포츠 이벤트의 효과 분석: ‘Nike Training Runs’ 를 중심으로

Abstract

In this study, the marketing effects of the ‘Nike Training Run’ are analyzed. Specifically, the conceptual relationships among event service quality, event satisfaction, event participation intention, brand attitude and purchasing intention are examined. The study shows that through mediation of event satisfaction, brand attitude is positively influenced by event service quality, which has no direct relationship with brand attitude. Second, event service quality has a positive influence upon participation intention by mediating event satisfaction. Third, event satisfaction has a positive influence upon event participation intention by partially mediating brand attitude. Fourth, event satisfaction has a positive influence upon purchasing intention by mediating brand attitude. This study discovered a difference of marketing effects between participatory sport events and sponsorship events, and identified behavior intention from brand attitudes.