ScholarWorks@숙명여자대학교

초록

This study sought to verify the influence of the brand 3i model of soccer goods on consumer values and purchasing behavior. It also aims to provide basic data for more efficient brand management plans by verifying the significance of the effects of applying the bootstrap BC method. The survey was conducted on adults over 20 years of age who have been purchased a brand of soccer products in the past 12 months and finally applied 427 of the data to the analysis. Data processing leveraged the SPSS(ver. 21.0) and AMOS(ver. 20.0) statistical packages. Specifically, were used and frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, structural equation model analysis and BC method of bootstrap were applied. The results of applying this method are as follows. First, brand 3i model of soccer goods had a significant influence on consumer values. Second, consumer values had a significant influence on purchasing behavior. Third, brand 3i model of soccer goods had a significant influence on purchasing behavior. Lastly, consumer values between brand 3i model of soccer goods and purchasing behavior showed partial mediated effect.

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