1인 미디어를 통한 스포츠 신발 수집가의 브랜드 소개를 접한 소비자의 브랜드 인지도가 구매의도에 미치는 영향 : 스포츠 신발 수집가에 대한 신뢰도의 매개효과를 중심으로
The Influence of Brand Awareness on the Purchase Intention of Consumers Who watched the 1 person Media of Sports Shoes Collector : Focusing on the Mediating Effect of Reliability on Sports Shoe Collectors
- 발행
- 2019 등록이 논문은 발행 시점을 확인하지 못해 원문 등록일을 적었습니다. KCI가 2005~2008년에 옛 논문을 몰아서 올린 탓에, 그 시기 등록분은 발행보다 평균 3~5년 늦습니다. 실제 발행연도는 더 이를 수 있습니다.
- 출처
- 국내 KCI
- DOI
- 10.51979/KSSLS.2019.10.78.133
- 원문
- 원문 보기 ↗
개념
키워드
1 person Media, Sports Shoes Collector, Mediating Effect, Brand Awareness, Purchase Intention, Reliability, 1 person Media, Sports Shoes Collector, Mediating Effect, Brand Awareness, Purchase Intention, Reliability
초록
Purpose: The purpose of this research is proving the influence of brand awareness on the purchase intention of the consumers who have seen the brand introduction of the sports shoes collector through the one-person media with the mediating effect of trust on the sports shoes collector.
 Method: This study conducted a questionnaire survey by selecting the general population with 1 person media viewing experience. 218 were used for this study, except for 32 that were considered inaccurate. SPSS 23.0 and AMOS 21.0 were used for data analysis. Using SPSS 23.0, frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis were performed. Using AMOS 21.0, confirmatory factor analysis was performed to determine the goodness of fit of the model. It was judged based on the goodness-of-fit index such as CFI, TLI, and RMSEA values. Bootstrapping method is used to verify the mediating effect of parameters.
 Results: First, the influence on the attractiveness, reliability, and professionalism of the collector who appeared in the shoe brand introduced in the 1 person media showed that the professionalism had a positive effect. Second, the recognition o