ScholarWorks@숙명여자대학교

초록

The present study establishes the effects of sports star athletes' images on reliability, attitudes, satisfaction and loyalty to provide reference data for companies and sports star market to develop stable and effective strategies and to seek measures for marketing viability. 349 undergraduates attending 5 universities in Seoul (S Women's University, S University, K University, H University and G University) were selected as a sample group with non-probability sampling method and convenience sampling method. SPSS Ver. 20.0 was used for statistical analysis, followed by frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis. Below are the findings from the analyses. First, athletes' image factors had significant effects on reliability, attitudes and satisfaction. Image reliability factor had significant effects on reliability, whilst image reliability, attractiveness and specialty influenced attitudes. Image reliability and specialty exerted significant effects on satisfaction factors. Second, athletes' image factors had significant effects on loyalty. Reliability and attractiveness had significant effects on attitudinal loyalty, while reliability factors on behavioral loyalty. Third, reliability, attitudes and satisfaction had significant effects on loyalty. Attitudes and satisfaction had significant effects on attitudinal loyalty. Reliability and attitudes influenced behavioral loyalty.

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