Authors : Sun-Mun Park and Eun-Jeong Tak
Abstract: The purpose of the present study is to clarify the effect sports media involvement levels on consumer behavior and the usefulness of information searching. The research subjects include 300 university students in the Gwangju Region in 2014, consisting of 150 males and 150 females. Data analysis conducted factor analysis, one-way anova analysis and multiple regression analysis by using the SPSS statistics program. First, sports media involvement levels appear to partially affect the usefulness of information searching. Second, sports media involvement levels appear to partially affect consumer behavior. Third, the usefulness of information searching appears to partially affect consumer behavior. For this study, the statistics analysis software package SPSS 18.0 was used.
Sun-Mun Park and Eun-Jeong Tak, 2017. The Relationship Between Sports Media Involvement Levels and Usefulness of Information Searching and Consumer Behavior. Journal of Engineering and Applied Sciences, 12: 2552-2555.