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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제37권 제1호
발행연도
2009.8
수록면
389 - 398 (10page)
DOI
10.51979/KSSLS.2009.08.37.389

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초록· 키워드

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The purpose of this study was to investigate the causal relationship between professional baseball team supporters` spectating factors, spectator satisfaction, and revisit intention. A total of 330 questionnaires were distributed and 306(92.7%) questionnaires were collected through a stratified sampling method from three professional baseball supporter groups in the Seoul metropolitan area. After excluding questionnaires with excessive amount of missing data, 298 questionnaires were included in this study. Several statistical analyses including a descriptive, an exploratory and confirmatory factor analysis, Cronbach`s alpha coefficient, Pearson`s correlation, and a structural equation modeling(SEM) analysis were conducted to achieve the purpose of this study. Results of the present study revealed that the benefit factor had a statistically significant effect on spectator satisfaction, and spectator satisfaction, in turn, showed a statistically significant impact on revisit intention in professional baseball supporters. However, the effects of spectating factors which include game facility, game, cost, and fan promotion on spectator satisfaction were not statistically significant in professional baseball supporters. The findings of this study could have meaningful implications for professional baseball team marketers who seek to come up with proper target marketing strategies for this loyal fan base.

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