응원팀의 시합 여부와 경기의 즐거움이 광고회상에 미치는 영향과 인지욕구의 조절효과: 2010 월드컵 광고를 통한 분석 (The Effects of Favored Team Participation and Enjoyment of Sports Games on Ad Recall and the Moderating Role of Need for Cognition: Analysis of the 2010 World Cup Advertisements)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 41권 / 5호 / 1057 ~ 1077페이지
· 저자명 : 윤성욱, 신성연

초록

본 연구의 목적은 소비자가 텔레비전을 통해 스포츠 경기를 시청할 때, 응원하는 팀의 시합 참가여부와 경기로 인해 유발되는 즐거움이 광고회상에 미치는 영향을 검증하고, 나아가 인지욕구의 조절효과를 검증하고자 하는 것이다. 이를 위해2010남아공월드컵 경기를 시청한 564명의 대학생 및 대학원생을 대상으로 응원팀의 시합(참가/비참가), 경기의 즐거움(고/저), 인지욕구(고/저)에 따른 경기장내 LED-보드광고와 텔레비전 중간광고에 대한 회상을 분석하였다.
분석결과, 응원팀의 시합 여부와 경기의 즐거움은 보드광고와 중간광고의 회상에 유의한 영향을 미치는 것으로 나타났다.
또한 응원팀의 시합 여부와 경기의 즐거움이 보드광고의 회상에 미치는 영향에는 인지욕구의 조절효과가 존재하였지만,중간광고회상에 대해서는 조절효과가 나타나지 않았다. 본 연구의 결론에는 연구결과의 요약과 시사점, 연구의 한계점 그리고 향후 연구에 대한 제언을 하였다.

영어초록

One of the most fundamental purpose of sponsorship communication is to create an awareness of its brand. Many corporations around the world participate in a series of sports sponsorship activities, and their expenditure for sports sponsorship programs is getting larger and larger.
For example, the FIFA World Cup and the Olympic Games broadcast to billions of consumers across the world. Therefore, advertising through billboards surrounding the playing area in each match, and television program embedded advertisements are very attractive for promoting the brand image of a corporation. Despite the enormous interest in sports sponsorship activity of all sorts, it is impossible to evaluate the exact effects of the sponsorship programs due to the fact that consumers have different information process systems per the individual. For this reason, research in this field will be expected to yield significant findings for sponsors, and to provide meaningful framework for understanding the effects of sports sponsorship activities on consumer behavior. Therefore, the purpose of this study is to seek to understand consumer perceptions of advertisements in the sports game and to provide effectual strategy for sponsorship.
In this study, we investigated the effects of supported team participation and the enjoyment of sports games on consumers' ad recall. The need for cognition was investigated for its moderating effect between the variables. On the day after the 2010 South Africa World Cup soccer games,university and graduate school students (N=564) from the Busan area completed questionnaires and utilized MANOVA for data analysis. Results of this study reveal that supported team participation and the enjoyment of sports games affect the recall of both the LED-board and program-embedded ads. Overall recall was found to be negatively related to team participation, but it was found to be positively related to the enjoyment of sports games. In addition, a significant moderating effect of the need for cognition was found on LED-board recall, but there was no significant influence of the need for cognition on ad recall.
The findings with regard to advertisement effects in sports sponsorship have several implications for sponsorship management. First, sponsors and advertisers may have the ability to base their air-time purchase decisions partly on the expected emotional impact of the sports games on different groups of spectators. The price of advertising on sports broadcasting is dependent on television viewer ratings, but in the case of a spectator’s supporting team participating in the game or in a match between two rival teams, the effectiveness of advertisement is not always positive. According to this result, corporations which are considering to participate in sponsorship programs need to build marketing strategy on the basis of spectators’ emotional states induced by the game. Second, enjoyment in reaction to sports event has a positive effect on the consumers’recall of advertisements. This result is explained by several theories about human emotions and information processing systems. Sports associations and organizations are also aware of that spectators’ pleasure in watching games finally contributes to their revenues from television broadcasting rights. Third, sponsors and advertisers may need to consider that consumers respond to ads differently, with perception of the ad dictated by individual nature such as need for cognition.
The results of a comprehensive analysis undertaken in this study have prominent implications for sports sponsorship managers and researchers in terms of the strategy of advertisement. Based on the results, implications for sponsors are discussed and future research directions are outlined.

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