Characters industry has an effective visual communication capabilities beyond cultural
differences. And it is recognized as a value-driven industry often utilized as part of a
marketing character will lead the 21st century economy. Domestic characte...
Characters industry has an effective visual communication capabilities beyond cultural
differences. And it is recognized as a value-driven industry often utilized as part of a
marketing character will lead the 21st century economy. Domestic character market is
transforming into a high-growth industry only up to 10% average annual revenue growth.
Character industry status, according to industry and sales of each year 2013, 2013 Character
industrial sector, according to the annual turnover of the character industry revenues's
status has increased by 10.5% compared to the previous year as 8 trillion 3,068 billion won.
From 2011 to 2013 it showed an annual average increase of 7.3%. But Korea's character
industry is mainly a cartoon character, the development of character through a different
media is concentrated in the concept of the animation character it is only slight. And the
character of an adult taste is not much.
Therefore, it is not cartoon character, but the development of other sectors is needed
time, through its sports and its symbols and images of the state, the team's character also
represents the results. In particular, the professional baseball team has a mascot character
that are and are subject to a visual and symbolic significance comparable to character
emitters of any visual media visual design when viewed from the side. So take advantage
of the mascot character of each team is expected to promote improved industrial character.
In this study, I conducted a study with expecting of influencing on the purchase intention
for the production of products and character preference that Korea professional baseball
team holds parent enterprise's brand loyalty launched in market and, the parent enterprise
will be closely related to the psychology of consumers.
I confirmed the theoretical background for the study through a literature review and research hypothesis and research model was established.
After I distribute 280 questionnaires as a sample survey for statistical analysis, and then I
recovered 271 questionnaires, I used 252 questionnaires after excluding the 19 questionnaires
for insincerity response.
Statistical analysis used the demographic analysis and frequency analysis to confirm the
general characteristics of the collecting sample, I analyzed the factor analysis and reliability
analysis to examine the validity and reliability of the measurement scales and items. In
addition, I analyzed the analysis of variance and regression analysis to test the hypothesis.
The result of analysing the factor analysis to test the validity of measurement items did
not cut out items because of propering test validity, discriminant validity. Especially, the
result of the reliability analysis to test reliability that is when No.4 item (meaning item) is
exclude, Cronbach's alpha value is some high but I don't exclude because exclusing items is
without items which is over 0.60 of cronbach's alpha value in measurement items.
Korea Professional Baseball Team character factors is influenced on the influence
relationships on brand loyalty , that is , internal, diversity and popularity did not show a
significant relationship of the positive(/), meaning showed negaitive(-) relationship in brand
loyalty , influence relations on the purchase intention but external form, diversity shows
not significant influence, internal, meaning, popularity of products purchase internal form,
meaning, popularity showed significant influence on the positive(/) relationship in the
purchase intention.
Depending on the Korea Professional baseball team , after I analyze the ANOVA to test
whether the brand loyalty is the difference or not. the result appearanced LG, Samsung,
and Lotte group. LG group showed greater influence on purchase intention than Samsung,
Lotte group.
Finally, Korea Professional Baseball Team character preference is affecting positive
influence on brand loyalty and product purchase intention, internal, meaning influence
rather than external factors of character analyzed by increasing highly brand loyalty and
purchase of the consumer. These studies results can provide practical implications that
improving the professional baseball industry marketing and character industry marketing.
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