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The Effect of Spectating Value of Professional Baseball on Satisfaction with Spectating, Attitude toward a Team, Team Image, Team Identification, & Intention of Revisit
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프로야구 관람가치가 관람만족, 팀에 대한 태도, 팀이미지, 팀동일시 및 재관람의도에 미치는 영향

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Type
Academic journal
Author
Journal
한국스포츠정책과학원 체육과학연구 체육과학연구 제21권 제4호 KCI Accredited Journals
Published
2010.1
Pages
1,569 - 1,581 (13page)

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The Effect of Spectating Value of Professional Baseball on Satisfaction with Spectating, Attitude toward a Team, Team Image, Team Identification, & Intention of Revisit
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Abstract· Keywords

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The purpose of this study was to investigate relationships between value of spectating, satisfaction with spectating, attitude toward a team, team image, team identification & intention of revisit. The subjects were home spectators of the professional baseball. After sampling 300 copies through convenience sampling this research used a total of 285 copies as final valid samples. As for its data processing, this research verified individual hypotheses after verifying the goodness of fit of a model using SPSSWIN Ver. 14.0 & AMOS 7.0. The results were as follows. First, it was found that value of spectating had a effect on satisfaction with spectating. Second, satisfaction with spectating was found to have a effect on the attitude toward a team & team image. Third, attitude toward a team was found to have a effect on team identification & intention of revisit. Fourth, team image was found to have a effect on team identification. Fifth, team identification was found to have a effect on the intention of revisit.
#관람가치 #관람만족 #팀에 대한 태도 #팀이미지 #팀동일시 #재관람의도 #Value of Spectating #Satisfaction with Spectating #Attitude toward a Team #Team Image #Team Identification #Intention of Revisit

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References (39)

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Alvesson,M / 1990 / Organization: From substance to image / Organization Studies 11 (3) : 373 ~ 394 google schola Anderson, E. W / 1993 / The antecedents & consequence of customer satisfaction for firms / Marketing Science 12 (2) : 125 ~ 143 google schola Anderson, J. C / 1988 / Structural equation modeling in practice: A review & recommended two- google schola 강현민 / 2000 / 연고지 구장별 관중성향 분석을 통한 국내프로야구단의 마케팅전략 수립 / 한국사회체육학회지 14 : 743 ~ 767 google schola 고동우 / 2001 / 경기관전 요인이 구단 이미지와 구매의도에 미치는 영향 / 한국체육학회지 40 (1) : 737 ~ 746 google schola

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