earticle

영어

The purpose of this study was to investigate the relations among sports brand company's quality(information quality, system quality, interface quality, service quality) through social network service(SNS) quality, brand perception and purchase intention. For study subjects, 300 of female and male students in undergraduate and graduate course, considered as users making well use of SNS and the group with easily influenced consuming behavior, were selected as a sample through purposive random sampling method. Out of 300 collected questionnaires, total 264 sets were used as a final significant sample after having improper 36 sets ruled out. For data processing, frequency analysis and reliability analysis were conducted with SPSS Win Ver. 18.0 and confirmatory factor analysis, Pearson's correlation analysis, and structural equation modeling were implemented with AMOS 18.0. The results drawn through study method and process like above are as follows. First, information quality sub-factors of SNS quality of a sports brand company, were indicated positively influential on its brand image. Second, information quality sub-factors of SNS quality of a sports brand company, were indicated positively influential on its brand attitude. Third, sistem quality sub-factors of SNS quality of a sports brand company, were indicated positively influential on its brand image. Fourth, brand image was indicated not influential on purchase intention. Fifth, brand attitude was found to have a positive effect on purchase intention.