A study on sports influencer characteristics, service satisfaction, brand credibility, and purchase intention

The purpose of this study is to analyze and understand the relationship between sports influencer characteristics, service satisfaction, brand trust, and purchase intention. To achieve the purpose of this study, we selected members and hobbyists participating in sports facilities in Seoul and the metropolitan area for six weeks from April 1 to May 16, 2024 as users of smart media. As a result of conducting frequency analysis, exploratory factor analysis, reliability (Cronbach&quots α), correlation, multiple regression analysis, and simple regression analysis on the data obtained for this study using SPSS 27.0, the following results were obtained. First, the characteristics of sports influencers were found to affect service satisfaction. Second, the characteristics of sports influencers were found to affect brand trust. Third, the characteristics of sports influencers were found to affect purchase intention. Fourth, service satisfaction was found to have an effect on purchase intention. Fifth, brand trust was found to affect purchase intention.