http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : ( Bomin Paek ) (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
-
A Conceptual Model of Ticketing Pricing in Intercollegiate Sports
( Bomin Paek ),( Yoon Tae Sung ),( Minjung Kim ) 한국체육학회 2019 International journal of human movement science Vol.13 No.1
As college athletics have become a big business, ticket pricing strategies are considered crucial to the operations of athletics programs. However, relatively little research has integrated and explained the process of ticket pricing in the context of intercollegiate sports. To fill the existing gap, the current study articulates a conceptual model of what factors are important for ticket pricing in intercollegiate sports. The model provides multiple theoretical frameworks whereby determinants (stakeholder-related, institution-related) influence ticket pricing (managerial pricing, dynamic ticket pricing) with two moderators (the nature of non-profit organizations, involvement of ticket outsourcing companies). The model proposed in the current study contributes to integrating both factors of the decision-making process on ticket pricing for intercollegiate sports.
-
( Bomin Paek ),( Choong Hoon Lim ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1
Purpose: While there is a plenty of studies on the impact of sport fan motives on various sport fan behaviors, little is still known about factors, which may mediate the relationship between motivational factors and consumption behavior. Thus, based on previous literature in sport marketing and consumer behavior (Andrew, Kim, O’Neal etc., 2009), this study attempt to develop a model to explain the relationship between sport fan motives, relationship quality and consumption intentions. This study utilized three sport fan motivation frameworks (i.e., cognitive, emotional, and behavioral; Raney, Arthur, and Jennings,2009) and five relationship quality model (i.e., trust, commitment, intimacy, self-connection, and reciprocity; Kim and Trail, 2011), in order to predict fan behavior within the context of Korean Volleyball league. Method: Data were collected from fans of Korean professional volleyball. Questionnaires were administered by online survey program. Out of initial 317 surveys collected, 52 were removed because of incomplete data and total 265 data were used in the final analysis. A confirmatory factor analysis was conducted to evaluate measurement model using AMOS 21. In investigating the structural model, we employed second-order Structural Equation Modeling (SEM) using IBM SPSS Statistics 21 and IBM SPSS AMOS 21. Result: The result of measurement model reached a satisfactory level (CFI = .93; TLI = .918; RMSEA = .055). The proposed model specifying the structural relationship among motives, relationship quality, and consumption intentions. Data analysis showed that emotional motives (factor loadings = .51, p < .001) and cognitive motives (factor loadings = .29, p < .05) have a relative strong and positive effect on relationship quality. Further, it was found that relationship quality has a positive and significant effect on consumption intentions (factor loadings = .82, p < .001). Moreover, using Sobel test, data analysis revealed that the relationship quality significantly mediated the effect of emotional motives (|Z|< 3.1) and cognitive motives (|Z|< 2.23) on consumption intention. Conclusion: This research validates the role of relationship quality for predicting the relationship between sport fan motives and sport consumption behavior intention. From this study, the results show that sport fan motives have significant impact on relationship quality and sport consumption intention. Furthermore, three types of sport motives have different levels of impact on relationship quality and sport consumption intention. In addition, this study demonstrates relationship quality has the mediating role between sport motives and sport consumption intention. Therefore, sport marketers need to understand sport fan motives in spectator sport is translated into relationship quality and sport consumption behavior intention. Especially, sport marketers should emphasize on emotional motives and cognitive motives so that they can encourage to better understand sport fans and to promote better relationship between sport fans and sport teams.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
