Relationships among Title Sponsor's Social Inference, Sponsor Attitude Formation, and Sponsorship Effect in the Professional Volleyball Context Se-Hyuk Park 1 & Jung-Hee Jung 2 * 1 Seoul National Univ. of Science and Technology & 2 University of Soonchunhyang
Fig. 1. The Hypothesized Model Table 1. Characteristics of Respondents Attributes Content Number Frequency(%) Gender Academic Year Male 264 71.4 Female 106 28.6 1st yr 80 21.6 2nd yr 149 40.3 3rd yr 99 26.8 4th yr 42 11.4 Average of Age 23 ages The Number of Spectatorship of Professional Volleyball for 1yr None 223 60.3 1 time 71 19.2 2 times 38 10.3 3 times 17 4.6 4~9 times 16 4.3 over 10 times 5 1.4
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Table 2. Confirmatory Factor Analysis and Reliabilities Factors Items SC SE t-value α CR AVE majority exposure reliability topicality social response sponsor event sponsorship communication sponsor identification attitudinal loyalty behavioral loyalty Many people know the title sponsor of professional volleyball..910.164 - I am sure that many people saw the title sponsor of professional volleyball..778.409 18.559 The title sponsor of professional volleyball is nationally well known..795.318 19.214 Most of the public recognize the title sponsor of professional volleyball..763.456 18.003 People would trust the title sponsor of professional volleyball..896.138 - People may think that the title sponsor of professional volleyball is reliable..886.161 21.598 People may think that the title sponsor of professional volleyball is not tricky..750.294 17.218 The title sponsor of professional volleyball makes a lot of stories..817.354 - The title sponsor of professional volleyball yields news stories..909.179 20.120 Many people like to talk about the title sponsor of professional volleyball..826.328 18.113 Many people saw the title sponsor of professional volleyball which is exposed through media. The title sponsor of professional volleyball, which is exposed through media, is influential in our society. The title sponsor of professional volleyball, which is exposed through media, impacts on my thinking..929.121 -.954.085 35.581.916.148 31.151 I am positive/negative toward NH Bank..756.484 - I like/dislike NH Bank..817.365 15.392 I love/don't love NH Bank..840.290 15.766 I am favorable/unfavorable toward NH Bank. * - - - I positively think about sponsoring professional volleyball..880.183 - It is good to sponsor professional volleyball..932.104 23.392 It is favorable to sponsor professional volleyball.* - - - It is desirable to sponsor professional volleyball..664.443 14.560 The public relations of the title sponsor of professional volleyball is trustful..990.344 - The public relations of the title sponsor of professional volleyball attracts our attention..902.321 23.392 The public relations of the title sponsor of professional volleyball is persuasive.* - - - The public relations of the title sponsor of professional volleyball is favorable.* - - - The public relations of the title sponsor of professional volleyball is great..880.396 25.444 I am compatible with NH Bank..861.218 - I am compatible with the image of NH Bank..928.125 24.354 My perceived value is compatible with NH Bank..865.219 21.949 My personal characteristics is compatible with NH Bank. * - - - I feel that NH Bank is favorable..898.151 - I feel that NH Bank is friendly..951.078 26.751 I think that NH Bank is better than other brands..754.376 18.419 Recently, I purchased NH Bank more often than other brands..954.090 - I will purchase the products of NH Bank again..941.138 37.815 The amount of buying for the products of NH Bank will be increased..914.396 33.457 Fit: χ 2 =854.394, (df=2.219, p=.000), GFI=.870, CFI=.951, TLI=.941, RMR=.047, RMSEA=.057.882.887.663.879.915.784.886.890.729.952.883.717.842.836.631.860.894.741.923.874.699.914.905.761.897.918.790.955.927.808
ɑ χ χ χ Table 3. Correlations among Variables Factors majority exposure majority exposure reliability reliability.582*** 1 1 topicality topicality -.046 -.144* 1 social response sponsor event sponsorship communication sponsor identification attitudinal loyalty behavioral loyalty social response -.049 -.114*.422*** 1 sponsor -.096.113.503***.108 1 event sponsorship -.085 -.072.612***.309***.745*** 1 communication.096.193.463*** -.078.501***.633*** 1 sponsor identification -.145* -.164.537***.415***.449***.461***.272*** 1 attitudinal loyalty -.082 -.082.438***.327***.302***.534***.298***.412*** 1 behavioral loyalty -.151** -.043.298***.455***.277***.336***.123*.513***.439*** 1
Table 4. Testing of the Proposed Hypotheses Hypotheses Paths SC SE t p Acceptance H1-1 majority exposure sponsor -.185.065-2.842.004 Rejected H1-2 reliability sponsor.290.093 3.127.002 Accepted H1-3 topicality sponsor.702.066 10.707.000 Accepted H1-4 social response sponsor -.226.052-4.308.000 Rejected H2 sponsor event sponsorship.690.064 10.844.000 Accepted H3 sponsor communication 1.163.091 12.786.000 Accepted H4 event sponsorship sponsor identification.726.066 11.032.000 Accepted H5 communication sponsor identification.036.044.819.413 Rejected H6 sponsor identification attitudinal loyalty.402.052 7.681.000 Accepted H7 sponsor identification behavioral loyalty.376.055 6.877.000 Accepted H8 attitudinal loyalty behavioral loyalty.236.056 4.204.000 Accepted Fit: χ 2 =546.2004, df =2.365, p=.000, GFI=.888, CFI=.952, TLI=.942, RMR=.079, RMSEA=.061
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