Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
권호 표지

A Study of Service Quality and Identity on Professional Sports for Promoting Licensing Product Intentions

라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구

  • 박배진 (건국대학교 기술경영학과) ;
  • 박선영 (건국대학교 기술경영학과)
  • Received : 2016.05.13
  • Accepted : 2016.06.28
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

본 연구의 목표는 프로 스포츠 산업에서 라이센싱 제품의 소비 촉진을 위해 서비스 품질을 통해서 필요한 기초 자료를 제공하는 것이다. 특히 현재 연구는 프로스포츠에서 서비스 품질과 라이센스 상품의 구매의도와의 영향력을 조사하고, 동일시의 조절효과를 평가하고자 한다. 이를 위해 서울과 중소도시에 거주하는 사람을 모집단으로 설정한 후 편의표본추출법을 이용하여 총271명의 자료를 실제 분석에 사용하였다. 이를 통해 얻어진 결론은 다음과 같다. 첫째, 프로스포츠의 서비스품질은 라이센스 제품의 구매의도에 정적인 영향을 미치는 것으로 나타났으나, 그러나 단독으로 동일시는 유의미한 영향력이 나타나지 않았다. 둘째. 조절변수로서 동일시의 효과를 검증한 결과 서비스 품질의 스타플레이어와 라이센스 제품의 구매의도의 관계에서 정적인 영향을 미치는 것으로 나타났다. 따라서 프로스포츠에 스폰서로 참여하는 기업은 성적, 매력성, 스타플레이어 그리고 지역연고와 같은 프로스포츠 서비스품질에 의해 스포츠팬과 동일시됨으로서 라이센스 제품의 구매의도를 촉진시킬 수 있음을 입증하였다.

Keywords

References

  1. Aaker, D. A.(1991), Freepress: Managing brand equity, New York.
  2. Ahn, K. H., & Lee, G. H.(2004), The Study of the Effect of Consumer-Company Identification on Consumer's Evaluation of Company Products and Behavioral Responses, Korea Marketing Review, 19(4), 55-77.
  3. Ashforth, B. E. & F. Mael(1989), Social Identity Theory & The Organization, Academy of Management Review, 14(1), 20-30. https://doi.org/10.5465/amr.1989.4278999
  4. Bhattacharya, C. B., Rao, H., & Glynn, M. A.(1995), Understanding the bond of identification: An investigation of its correlates among art museum members, Journal of marketing, 59(4), 46-57. https://doi.org/10.1177/002224299505900404
  5. Chun, B. G.(2006), Study of Service Quality Improvement on K-League for Promoting Sports Tourism: Comparison of Residential and Non-Residential Spectators, The Korea Academic Society of Tourism and Leisure, 18(2), 79-95.
  6. Cornwell, B. & Coote, L.(2005), Corporate Sponsorship of a Cause: The Role of Identification in Purchase Intent, Journal of Business Research, 5(3), 268-276.
  7. Cronin, J. J. & Taylor, S. A.(1992), Measuring service quality, Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
  8. Dabholkar, P., Shepherd, D. & Thorpe, D.(2000), A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study, Journal of Retailing, 76(2), 157-173.
  9. Day, G. S.(1969), A Two dimensional concept of brand loyalty, Journal of Sport Behavior, 7(3), 95.
  10. Fisher, R. J. & Wakefield, K.(1998), Factors leading to group identification: A field study of winners and losers, Psychology and Marketing, 15(1), 23-40. https://doi.org/10.1002/(SICI)1520-6793(199801)15:1<23::AID-MAR3>3.0.CO;2-P
  11. Gladden J. E. & Funk, D. C.(2002), Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54-81.
  12. Gwinner, P. K. & Swanson, R. S.(2003), A Model of Fan Identification: Antecedents and Sponsorship Outcomes, Journal of Services Marketing, 17(3), 275-294. https://doi.org/10.1108/08876040310474828
  13. Hang, C. K., Jo, K. M., & Yoo, B. I.(2000), A Comparative Analysis of College student Fans Loyalty to Professional Baseball Teams, Korean Journal of Sport Management, 5(2), 17-28.
  14. Hawkins, D. I., Motherbaugh, D. L. & Best, R. J.(2010), Consumer Behavior: Building Marketing Strategy. 11th, New York: McGraw-Hill.
  15. Heere, B. & James, J. D.(2007). Sports teams and their communities: Examining the influence of external group identities on team identity. Journal of Sport Management, 21(3), 319-337 https://doi.org/10.1123/jsm.21.3.319
  16. Hur, J.(2006), The Influence of Service Quality and Service Brand Personality on Service Loyalty in Professional Baseball, Doctoral dissertation, Dankook University.
  17. James, J. D. & Ross, S. D.(2004), The role of cognitive development and socialization in the initial development of team loyalty. Leisure Sciences, 23(4), 233-261. https://doi.org/10.1080/01490400152809106
  18. Jung, Y. N.(1999), The Influence Factors of Korean Professional Soccer Direct Consumer's Behavior Intention, Korean journal of physical education, 38(4), 824-833.
  19. Kang S. G.(2013), Effects of Service Quality of Professional Baseball Front on Team Loyalty and Relation-Continuing Intention, Department of Physical Education Graduate school of education, Master's Thesis, Kookmin University.
  20. Keller, K. L.(1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing Research, 57(1), 1-22.
  21. Kim, K. C., Kim, Y. M. & Hur, J.(2010), Structural Relationship among Motives of Web-usage, Website Image, Team Identification, Team Emotion and Viewing Intention for Professional Basketball Team, Korean Journal of Sport Science, 21(1), 1063-1075. https://doi.org/10.24985/kjss.2010.21.1.1063
  22. Kim, S. Y.(2009), The Influence of Congruence in Professional Baseball-Self Image and Professional Baseball-Sponsor Image on Purchase Intention of Professional Baseball Title Sponsor's Product, Master'sThesis, Dankook University.
  23. Kim, S. J., Cho, B. L. & Han, S. P.(2011), The effects of professional sports team brand association components on brand attitude and purchase intention : Implications for sponsorship, Korean Academy of OOH Advertising, 8(2), 105-128.
  24. Kim, S. H.(2014), The Effect of Pro-football Clubs' Service Quality on Viewing Satisfaction, Team Loyalty and Re-viewing Intentions, Journal of the Korea Entertainment Industry Association, 8(4), 127-138. https://doi.org/10.21184/jkeia.2014.12.8.4.127
  25. Kim S. J. & Lee, S. Y.(2003), The Relationship between Sports Sponsorship and Effect of Marketing Communication Perceived on TV, Journal of Korean Physical Education Association for Girls and Women, 17(2), 75-86.
  26. Kim, Y. M.(2004), The Relationship between Attribute of Professional Sport Team, Team Identification, Corporate Identification, and Corporate Image: Focusing on Sponsorship Identification Model, Korea Marketing Review, 19(2), 91-120.
  27. Kim, Y. M., Jung, J. H. & Lee, K. S.(2008), The Effect of Attitude toward the Website Utilizing Sport Event Emblem on Image and Attitudinal Loyalty of a Sponsor, Korean Journal of Sport Science, 19(2), 104-116.
  28. Kim, Y. M., Hur, J. & Lee, K. S.(2007), The Effect of Service Quality, Brand Personality of Professional Baseball on Trust and Service Loyalty, Korean Journal of Sport Management, 12(4), 1-13.
  29. Kim, Y. K. & Kang, J. H.(2005), Relations between Spectator Satisfaction, Sport Loyalty and the Quality of Game and Fan Service in a Spectator Sport Product, Korean Journal of Sport Science, 16(1), 89-97.
  30. Kim, H. Y. & Shin, S. H.(2003), The Effect of the Perception of Service Quality by College Sports Center Consumers on the College Image, Korean journal of physical education, 42(6), 537-546.
  31. Ko, Y. J. & Pastore, D.(2005), A hierarchical model of service quality for the recreational sport industry, Sport Marketing Quarterly, 14(2), 84-97.
  32. Kortler, P. & Amstrong, B. G.(1988). Marketing: an introduction. third edition, New jersey Prentice Hall, Inc
  33. Kwon, H. H. & Armstrong, K. L.(2006), Impulse Purchase of Sport Team Licensed Merchandise: What Matters?, Journal of Sport Management, 20(1), 101-119. https://doi.org/10.1123/jsm.20.1.101
  34. Kwon, H. H., Trail, G. T. & Anderson, D. F.(2006), Points of Attachment(identification) and Licensed Merchandise Consumption among American College Students, International Journal of Sport Management, 7(3), 347-360.
  35. McDonald, M. A., Milne, G. R. & Hong, J.(2002), Motivational Factors for Evaluating Sport Spectator and Participant Markets, Sport Marketing Quarterly, 11(2), 100-113.
  36. Mullin, B. J., Hardy, S. & Sutton, W. A.(2000), Sports marketing(2ndEds.) Campaign, IL: Human Kinetics
  37. Oliver, R. L.(1999), Whence Consumer Loyalty?, Journal of Marketing, 63(Specialissue), 33-44. https://doi.org/10.1177/00222429990634s105
  38. Parasuraman, A., Zeithaml, V. & Berry, L. L.(1988), SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 12-40.
  39. Park, S. H., Kim, Y. M., Jun, H. M. & Seo, H. J.(2007), The Influence of Involvement Profiles of Professional Basketball Fans on Team Identification, Corporate Identification, and Corporate Image, Korean Journal of Sport Management, 12(1), 57-70.
  40. Pope, N. K. L. & Voges, K. E.(2000), The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention, Sport Marketing Quarterly, 9(2), 96-102.
  41. Pritchard, M. P., Havitz, M. E. & Howard, D. R.(1999), An alyzing the commitment-loyalty link in service contexts, Journal of the Academy of Marketing Science, 27(3), 333-348. https://doi.org/10.1177/0092070399273004
  42. Sirgy, M., Johar, J. S., Samli, A. C. & Claiborne, C. B.(1991), Self-congruity versus functional congruity: Predictors of consumer behavior, Journal of the Academy of Marketing Science, 19(4), 363-375. https://doi.org/10.1007/BF02726512
  43. Smith, A. C. T.(2008), Introduction to Sport Marketing. New York: Elsevier.
  44. Spreng, R. A. & Mackoy, R. D.(1996), An empirical examination of a model of perceived service quality and satisfaction, Journal of Retailing, 72(2), 201-214. https://doi.org/10.1016/S0022-4359(96)90014-7
  45. Sul, M. S., Park, D. Y. & Yoon, T. S.(2012), Influential relationship of service quality in professional baseball stadium upon spectating satisfaction, loyalty and word-of-mouth intention, Journal of Sport and Leisure Studies, 49(1), 231-244.
  46. Trail, G., Fink, J. S. & Anderson, D. F.(2000), A Theoretical Model of Sport Spectator Consumption Behavior, International Journal of Sport Management, 1(3), 154-180.
  47. Theodorakis, N. D., Alexandris, K. & Ko, Y. J.(2011), A Service Quality Framework in the Context of Professional Football in Greece, International Journal of Sports Marketing & Sponsorship, 12(4), 337-351.
  48. Wann, D. L., Branscombe, N. R., Royalty, J. L. & Rochelle, A. R.(2002), Using Motivation and Team Identification to Predict Sport Fan's Emotional Responses to Team Performance, Journal of Sports Behavior, 25(2), 207-215.
  49. Yoo, Y. S.(2012), The Effect of Service Quality of Sport Event and Destination Image of Host City on Sport Tourists' Satisfaction and Revisit Intention, Korean Journal of Sports Science, 21(3), 499-511.
  50. Yi, Y. J. & Lee, J. Y.(2001), A Reexamination of the Measurement and Consequences of Service Quality: Development and Application of the KS - SQI Model, Korean Management Review, 16(1), 1-26.