커뮤니케이션 수단으로써 대학 캐릭터 활용이 대학-재학생 관계성에 미치는 영향: 기부의도, 대학 추천의도, 동문활동의도에 대한 실증적 연구

초록

This study explored the effects of the use of a college mascot as a communication tool on perception of communications from university administrative organizations, perceived attachment for the university, and university-students relationships. Also the influences of university-students relationships on students' intentions of donation, university recommendation, and participation of alumni activities were examined. A total of 160 students enrolled at H University located in Gyeonggi-do, South Korea participated in an online survey. Results based on PLS-SEM analyses indicated that satisfaction with contents using the college mascot was positively related to perceptions of communications from university administrative organizations, and mascot favorability was positively related to perceived attachment for the university. Also both perceptions of communications from administrative organizations and perceived attachment were positively related to university-students relationships. In terms of students' behavioral intentions, university-students relationships was positively related to intentions of donation, university recommendation, and participation of alumni activities. This study tested and showed that using college mascot turned out to be an effective communication tool in explaining university-students relationships, and these relationships variables were significantly associated with students' intentions of donation, university recommendation, and participation of alumni activities.

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