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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국스포츠정책과학원 체육과학연구 체육과학연구 제22권 제1호
발행연도
2011.1
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1,755 - 1,767 (13page)

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The purpose of this study was to investigate the relationship among the involvement, the hedonic viewing value, utilitarian viewing value, attitude toward professional volleyball, team identification and the re-purchasing intention of professional volleyball spectators in Korea. The spectators attending a home game of Hyundai Capital and Samsung Fire & Marine Insurance participated in this study. The subjects selected for this study consisted of spectators (over high school students) in the ‘NH Nong-Hyup 2008-2009 V-league.’ Three hundred spectators were sampled from the 2 teams (150 spectators each). This study utilized a convenience sampling technique. Data were collected via questionnaires. Respondents were asked to complete the questionnaires by using self-administration method. The confirmatory factor analysis and the structural equation model analysis were performed using AMOS 7.0. The results were as follows: First, the involvement of pro-volleyball had statistically significant influences on the hedonic viewing value and the utilitarian viewing value. Second, the hedonic viewing value and utilitarian viewing value had a statistically significant influence on the attitude toward professional volleyball. Third,the attitude toward professional volleyball had statistically significant influences on the team identification and the re-purchasing intention. Fourth, the team identification had a statistically significant influence on the re-purchasing intention.

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