모터스포츠 팬 충성도가 스폰서기업 신뢰도에 미치는 영향

초록

The purpose of this study was to examine the influence of Consumers' Loyalty of Sponsors for Korean Car Racing Event on Corporate reliability. The subjects of this study were collected on-site from the motor sports spectators at Everland Speedway in Yongin (n=256). Data was analyzed through SPSS 12.0 Version and AMOS 5.0. Frequency analysis, exploratory factor analysis, reliability analysis, covariance structure model were performed. All tests were performed using a .05 significance level. The results of this study were as following. Firstly, attitudinal royalty factor had positive effect on corporate reliability. Secondly, behavioral royalty factor had negative effect on corporate reliability.

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