A study on the value and purchasing behavior of K-League trading cards perceived by consumers

The purpose of this study is to analyze the effect of K-League trading card characteristics on perceived value and repurchase intention, to understand consumer behavior in the domestic sports trading card market, and to provide basic data for strengthening business competitiveness using trading cards in the sports industry market. Consumers who have purchased or are aware of K-League trading cards were selected as the population in order to achieve this research purpose, and 416 out of 435 copies were used for the final analysis, excluding 19 copies that responded collectively and unfaithfully. The collected data were analyzed using SPSS 28.0, with frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis conducted to derive the following results. First, among the characteristics of the K-League trading card, it was found that scarcity, symbolism, originality, and aesthetics had a significant effect on emotional value in order. Second, among the characteristics of the K-League trading card, originality, symbolism, and scarcity, excluding aesthetic factors, were found to significant effect on economic value in order of originality, symbolism, and scarcity. Third, among the characteristics of the K-League trading card, only aesthetic factors excluding symbolism, originality, and scarcity factors were found to have a significant effect on social value. Fourth, among the characteristics of the K-League trading card, it was found that excluding aesthetics, symbolism, scarcity, and originality had a significant effect on intellectual value in order. Fifth, it was found that originality and scarcity, excluding the aesthetics and symbolism of the characteristic factors of the K-League trading card, had a significant effect on repurchase intention in order.