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This study intended to test the research model developed to establish the relationship between social influence and sport consumption behavior by sport involvement level(SIL). To develop this model, the constructs discussed to relate social influence are reviewed in the existing literatures and examined the relationship among these constructs. But this study tested the research model considered synthetically and concurrently the factors to be related to social influence. That is, this study empirically tested that sport consumption behavior were influenced by the two dimensions of social influence : normative social influence and informational social influence. Questionnaires containing 15 statements are administered to total of 407 users of privately owned sport club in Busan, Korea. Cronbach's Alpha, correlation analysis, and LISREL(linear structural relationships) is used to estimate relationship between each variables. These results were as follows; 1. When social influences are compared for differences in the degree of SIL by using correlation analysis, correlation scores differ significantly for nonnative social influence. 2. This study describes the research model of the causal relation among those constructs. And the research model is tested through the covariance structure modeling of LISREL. 3. The findings reveal that the overall goodness of fit index of the model was comparatively good and the model set in this study wa was significant. And the more SIL is high, the more nonnative social influence influence upon sport consumption behavior.
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