Strategic Approaches for University Financial CRISIS through Identifying the Characteristics of University Licensing Products in KOREA

The purpose of this study was to investigate the relationship between the team cohesiveness from the characteristics of university licensing products, school satisfaction, and purchase intention perceived by university students to give managerial suggestions for the self-reliance ratio of finance. A total of 243 valid data were collected from 260 university students using the questionnaire with the self-administration method and the data were analyzed by using descriptive statistics, exploratory factor analysis, and multiple regression. The results could be derived as follow. First, the team cohesiveness from the licensing products had an effect on the satisfaction of school. Second, the team cohesiveness of licensing products had an effect on the purchasing intention. Third, the satisfaction of school had an effect on the purchasing intention of university licensing products. As the previous study confirmed that the high level of team(university) cohesiveness gives a positive affection on the satisfaction of the school and purchase intention of their licensing products, the government of the university should have the managerial strategies to raise their team cohesiveness so that it makes positive team cohesiveness and total sales of licensing products. With the strategic plan to make high level of the team cohesiveness, the university government needs to attract talented student athletes for improving the quality of the games and other services so that general students and alumni give their support by watching the games and purchasing the licensing products of their school. Also, if the university pays attention to the revenue-making business through the efficient operation and to corporate sponsorship program with marketing activities, the university can be obtain the high level of cohesiveness, brand quality, and student attraction.