??????:?????????? Factor Influencing Impulse Buying of Sport Team Licensed Merchandise

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????????????????Factor Influencing Impulse
Buying of Sport Team Licensed Merchandise
?????????????????
From Vol. 11, No. 3, 2002, SMQ

• Hyungil H. Kwon
• Ketra L. Armstrong

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• ??SMQ (Sport Marketing Quarterly)
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• (Journal of Sport Management)

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Hyungil H. Kwon

• Assistant Professor,
• Florida State University
• Ph.D., 2002, Ohio State
• Department of Sports Management, Recreation
  Management Physical Education,
• College of Education
• Sport Management and Business Marketing

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Ketra L. Armstrong

• Associate Professor, California State
  University, Long Beach
• Ph.D., 1996, Ohio State
• Director of Graduate Program in Sport Management
  Department of Kinesiology and Physical
  Education College of Health Human Service
• Measurement and Statistics and the Capstone
  Experience sport marketing/sport consumer
  behavior

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Abstract

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Introduction

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• ?????????,?27-62,??????????
• ????????,36????????????????????54?
• ????????????????,??????????(BIRG?????????)

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Impulse Buying

• Beatty Ferrell(1998)
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• ???
• ???????

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Factor Affecting Impulse Buying Behavior

• Product
• ?????????????????????
• ???????????Low price?marginal need?mass
  distribution, self-service, mass adverting,
  prominent store display, short product line,
  small size or light weight, ease of storage

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Factor Affecting Impulse Buying Behavior

• Consumer
• ????Shopping Enjoyment
• (???????) H1
• ????Identity with the product
• (Sport Team Identification)
• (??????-???????-????)

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Factor Affecting Impulse Buying Behavior

• Situational Factors
• Time Available
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• Financial Resource
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????

• ????????? Sport Team Identification
  (?????????,?????)
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ance (1.0, 1.0)VIF (1.0, 1.0)
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(No Transcript)
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