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        프로야구 관람자의 플로우경험이 탐색적행동, 관람만족, 팀충성도 및 재관람의도에 미치는 영향

        김종백 ( Jong Back Kim ),하제현 ( Jae Hyun Ha ) 한국스포츠과학원 2013 체육과학연구 Vol.24 No.1

        The purpose of this study was to verify investigate the influence of professional baseball spectators` flow experience on Exploratory Behavior, Spectating Satisfaction, team loyalty and revisit intention. The subjects were the home spectators of 8 professional baseball franchises in South Korea, who are older than spectators who are in age of attending high school and also have attended some of the home games. A total of 1,600 questionnaires were distributed to the subjects who were selected using the convenient sampling method. Of 1,330 collected questionnaires, 1,111 were identified as usable for the study after 219 questionnaires were dropped due to inappropriate or missing answers. Data were analyzed using the SPSSWIN ver. 17.0 for descriptive information and using AMOS18.0 for analyzing the Structural Equation Model (SEM). Findings from this study were as following; First, the factors of involvement, knowledge, arousal, and interactivity were found to have significantly positive effects on flow experience of professional baseball spectators. However, the factor of challenge was found to have no significant effect on flow experience of professional baseball spectators. Second, the factor of flow experience of professional baseball spectators was found to have significantly positive effects on exploratory behavior and spectating satisfaction. Third, the factor of exploratory behavior also have significantly positive effects on team loyalty and revisit intention, but a significantly negative effect on spectating satisfaction. Forth, the factor of spectating satisfaction was found to have significantly positive effects on team loyal.

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