프로축구 관중의 경기관람요인과 지각된가치, 관람만족, 관람몰입, 재관람의도 및 구전의도의 관계

이화웅,김용만 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.77

Purpose: The purpose of this study is to investigate relationship amogn factors affecting game attendance , perceived value, spectating satisfaction, spectating commitment, revisit intention and word of mouth intention of professional soccer spectators. Method: The subjects of this study were the spectator who watched soccer game of 2018 KEB Hana Bank K League. The survey was conducted for 300 spectators who watched soccer games in soccer stadiums located in Seoul, Suwon and Jeonju including the weekend’s games. The convenience sampling method was used for the sampling and also, self-administration method was utilized. This study used 296 copies for the research among the collected questionnaires except for 4 copies, which were considered as non-valid samples. For data analysis, SPSS 23.0 and AMOS 22.0 statistical software were used. Results: First, the factors affecting game attendance of professionasl occer spectators had a positive influence on perceived value, spectating satisfaction and spectating commitment. Second, the perceived value had a positive effect on spectating satisfaction, revisit intention, and word of mouth intention. Third, the spectating satisfaction had a positive effect on spectating commitment and revisit intention. Fourth, the spectating commitment had a positive effect on revisit intention, and word of mouth intention. Conclusion: In conclusion, the performance and fan service which are sub-factors of the factors affecting game attendance had a positive influence on the perceived value, spectating satisfaction and spectating commitment but the spectating satisfaction did not affect word of mouth intention. Therefore, the club needs to provide fan service which can differentiate from other clubs and make an investment in their players and the club to enhance performance in order to increase value, satisfactio nand immersion of audience so that the value , satisfaction and immersion of audience can be increased and the spectators will watch the games continuously.

성별에 따른 프로야구 관중의 관람결정요인, 관람만족 및 재 관람의도 인과관계 분석

이종호(Jong Ho Lee),윤일기(Il Ki Youn) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.48

The purpose of this study was to examine the relationship among factors affecting decision to spectate, spectator satisfaction and revisiting intention in professional baseball games according to gender. To accomplish of this study, 613 spectators from seven pro-baseball games were surveyed by means of the revised questionnaires. The content validity and reliability of the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.728~.896. For data analysis, frequency analysis, exploratory factor analysis, confirmatory fact or analysis, Cronbach`s α, Pearson`s r, structural equation mode(SEM)l were conducted by SPSS WIN Ver. 10.0 and AMOS 4.0. The major findings obtained from this study were as followings: First, factors affecting decision to spectate of pro-baseball games by the male and female such as facility factor, play environment factor, and cost factor had significantly a positive effect on spectator satisfaction, but promotion factor had no significantly a positive effect on spectator satisfaction. Second, factors affecting decision to spectate of pro-baseball games by the male and female such as facility factor, play environment factor, and cost factor had significantly a positive effect on revisiting intention of pro-baseball spectators, but promotion factors had no significantly a positive effect on revisiting intention. Finally, the result of this study also indicated that males and female spectators satisfaction had significantly a positive effect on revisiting intention of pro-baseball spectators.

프로야구 응원만족도와 팀충성도 및 재 관람의사와의 관계

김진국(JinKookKim),김도훈(DoHunKim) 한국체육학회 2010 한국체육학회지 Vol.49 No.6

이 연구는 프로야구 관람객의 응원만족도와 팀충성도 및 재 관람의사와의 관계를 알아보기 위한 것으로 서울과 인천에서 펼쳐진 프로야구 경기에 입장한 관람객을 대상으로 편의표본추출법을 이용하여 총 300부를 배포하고 그 중 불성실하게 응답한 것으로 간주되는 10부를 제외시키고 284(91.0%)부를 최종 유효표본으로 선정하여 SPSS Win ver 15.0으로는 탐색적 요인분석, 신뢰도분석, 상관관계 분석을 실시하였고, AMOS 7.0으로는 확인적 요인분석과 구조방정식모형분석(Structural Equation Model)을 실시하였으며, 다음과 같은 결과를 도출 하였다. 첫째, 프로야구 응원만족도는 팀충성도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 프로야구 응원만족도는 재관람의사에 영향을 미치는 것으로 나타났다. 셋째, 팀충성도는 재관람의사에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to examine the relationship of professional baseball cheering satisfaction, team loyalty and revisiting the game. In order to accomplish the purpose of this study, survey research was employed. The questionnaires for the survey were distributed to the 300 spectators who viewed professional baseball games at Seoul and Incheon. 284 out of 300 responses were selected for the effective data. The data were analyzed by the frequency analysis, reliability analysis, exploratory factor analysis and confirmatory factor analysis, correlation analysis, structure equation model analysis by using SPSS Version 15.0, Amos 7.0. Following results were obtained through above analysis. First, the cheering satisfaction had significant influence on team loyalty. Second, the cheering satisfaction had significant influence on intention of revisit the game. Third, team loyalty had significant influence on intention of revisit the game.

프로야구 관람동기, 관람만족, 팀 충성도 및 재관람의도의 관계

김범수(Bum Soo Kim),김석일(Seok Il Kim) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

The purpose of this study was to investigate the structural relationships among viewing motivation, viewing satisfaction, team loyalty and intention of game revisit of professional baseball spectators. In order to accomplish the purpose of this study, survey research was employed. 358 responses were selected for the effective data. The data were analyzed by the exploratory and confirmatory factor analysis, structure equation model analysis, reliability analysis, correlation analysis using SPSS 15.0 and AMOS 6.0 program. Following results were obtained through above analysis. first, sense of achievement among viewing motivation of profectional baseball spectators had significant influence on viewing satisfaction. Second, stress-reduction among viewing motivation of profectional baseball spectators had significant influence on viewing satisfaction. Third, social interaction among viewing motivation of profectional baseball spectators had significant influence on viewing satisfaction. fourth, family oriented among viewing motivation of profectional baseball spectators had significant influence on viewing satisfaction. Fifth, knowledge acquisition among viewing motivation of profectional baseball spectators had not significant influence on viewing satisfaction. Sixth, viewing satisfaction of profectional baseball spectators had significant influence on team loyalty. Seventh, viewing satisfaction of profectional baseball spectators had significant influence on intention of game revisit. Eighth, team loyalty of profectional baseball spectators had significant influence on intention of game revisit.

프로야구 관중의 관람결정요인이 관람만족 및 재관람의도에 미치는 영향

이종호 ( Jong Ho Lee ) 한국스포츠산업경영학회 ( 구 한국스포츠행정경영학회 ) 2012 한국스포츠산업경영학회지 Vol.17 No.3

본 연구는 프로야구 관중의 관람결정요인이 관람만족 및 재 관람의도에 미치는 영향을 규명하기 위하여 2011 프로야구 정규시즌 7경기를 할당표집하여 관중 613명을 대상으로 설문을 실시하였다. 설문지 작성은 선행 참고자료를 이용하여 구성하였으며, 탐색적 요인분석과 확인적 요인분석, 그리고 신뢰도 검증을 통하여 설문지의 신뢰도와 타당도를 검증하였다. 전체적으로 설문지 신뢰도 계수가 α= .728∼.896 사이에 위치함으로서 신뢰도가 비교적 양호한 것으로 나타났다. 자료 분석은 SPSS V. 10과 AMOS 4.0 통계프로그램을 이용하여 빈도분석, 탐색적 요인분석(exploratory factor analysis), 확인적 요인분석(confirmatory factor analysis), 신뢰도검증(Cronbach``s α), 피어슨의 상관관계분석, 그리고 가설검증을 위하여 구조방정식모형분석(SEM)을 실시하였다. 모든 통계치의 유의수준은 95% 수준에서 검증하였다. 이와 같은 연구방법 및 절차를 을 통하여 다음과 같은 결론을 얻었다. 첫 째, 프로야구 관람결정요인 중 경기장시설, 경기상황, 그리고 비용요인은 관람만족에 정적인 영향을 미치는 것으로 나타났으며, 촉진요인은 관람만족에 영향을 미치지 않는 것으로 나타났다. 둘째, 프로야구 관람결정요인 중 경기장시설, 경기상황, 그리고 비 용요인은 재 관람의도에 정적인 영향을 미치는 것으로 나타났으며, 촉진요인은 재 관람의도에 영향을 미치지 않는 것으로 나타 났다. 셋째, 한국프로야구 관중들의 관람만족은 향후 관중의 재 관람의도에 정적인 영향을 미치는 것으로 나타났다. 이상을 종합 해 보면 경기장시설, 경기상황, 그리고 비용요인이 관람만족도 및 재 관람의도에 영향을 미치는 것으로 나타났으며, 관람만족은 관중의 재 관람의도에 영향을 미치는 것으로 나타났다. 따라서 프로야구 구단들이 관중을 증가시키기 위해서는 경기장시설에 대 한 보완과 확충, 경기력향상 요인 제고, 그리고 적절한 요금체제 등에 대한 종합적이고 체계적인 경영전략을 개발하여야 할 것이 다. 즉 일회성 프로모션적인 행사 위주보다는 장기적으로 스타선수의 발굴 등의 경기력의 향상과 접근용이성 및 양질의 주·부대 시설의 확보, 그리고 관중들이 수긍할 수 있는 적절한 비용체계 등이 선행되어져야 할 것으로 사료되어진다. The purpose of this study was to examine the relationship among factors affecting decision to spectate, spectator satisfaction and revisiting intention in professional baseball games. To accomplish of this study, 613 spectators from seven pro-baseball games were surveyed by means of the revised questionnaires. The content validity and reliability of the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.728∼.896. For data analysis, frequency analysis, exploratory factor analysis, confirmatory factor analysis, Cronbach``s α, Pearson``s r, structural equation mode(SEM)l were conducted by SPSS WIN Ver. 10.0 and AMOS 4.0. The major findings obtained from this study were as followings: First, factors affecting decision to spectate of pro-baseball games such as facility factor, play environment factor, and cost factor had significantly a positive effect on spectator satisfaction, but promotion factor had no significantly a positive effect on spectator satisfaction. Second, factors affecting decision to spectate of pro-baseball games such as facility factor, play environment factor, and cost factor had significantly a positive effect on revisiting intention of pro-baseball spectators, but promotion factors had no significantly a positive effect on revisiting intention. Finally, the result of this study also indicated that spectator satisfaction had significantly a positive effect on revisiting intention of pro-baseball spectators.

프로야구 관람객의 응원활동만족과 팀충성도, 재관람의사 및 구전의도의 관계

신승호(SeungHoShin),손명재(MyungJaeSon),전찬수(ChanSooJun),김도훈(DoHoonKim) 한국체육학회 2009 한국체육학회지 Vol.48 No.4

이 연구의 목적은 프로야구 관람객의 응원활동만족과 팀충성도, 재관람의사 및 구전의도의 관계를 규명하는데 있다. 이를 위해서 잠실과 목동, 인천에서 펼쳐진 프로야구 경기를 관람한 관람객 400명을 대상으로 설문조사를 실시하였으며, 수집된 설문지 중 불성실한 설문지 26부를 제외하고 374부를 최종 유효표본으로 설정하였다. 수집된 자료 분석은 SPSSWin Ver 14.0을 이용하여 탐색적 요인분석, 신뢰도 분석, 상관관계 분석을 실시하였고, AMOS 7.0을 이용하여 확인적 요인분석과 구조방정식모형분석(Structural Equation Model)을 실시하였으며 다음과 같은 결과를 도출 하였다. 첫째, 응원활동만족이 팀충성도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 팀충성도가 재관람의사에 유의한 영향을 미치는 것으로 나타났다. 셋째, 팀충성도가 구전의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 재관람의사가 구전의도에 유의한 영향을 미치는 것으로 나타났다. The purpoese of this study was to examine the relationships among satisfaction of cheering activity, team loyalty, intention of game revisit and word-of-mouth by professional baseball spectators. In order to accomplish the purpose of this study, survey research was employed. The questionnaires for the survey were distributed to the 400 spectators who viewed professional baseball games at Jamsil, Mokdong and Incheon stadium. 374 out of 400 responses were selected for the effective data. The data were analyzed by the frequency analysis, reliability analysis, exploratory factor analysis and confirmatory factor analysis, correlation analysis, structure equation model analysis by using SPSS Version 14.0, Amos 7.0. Following results were obtained through above analysis. First, the cheering activity satisfaction had significant influence on team loyalty. Second, the team loyalty had significant influence on intention of revisit the game. Third, team loyalty had significant influence on word-of-mouth. Forth, the intention of revisit the game had significant influence on word-of-mouth.

프로축구의 관중유인요인이 만족 및 재관람의도에 미치는 영향

김봉경(Bong Gyung Kim),김효영(Hyo Young Kim),하철수(Chul Soo Ha) 한국사회체육학회 2008 한국사회체육학회지 Vol.0 No.34

The purpose of this study was to empirically analysis spectator attraction factor on satisfaction and revisit intention in the professional soccer. The subjects were professional soccer spectator. 299 samples out of 400 samples through convenient sampling method were adopted as a final data. We confirmed the goodness of fit test of the model, utilizing SPSS WIN Ver 13.0 and AMOS 5.0, and after which we tested each hypothesis. The results were as follows; First, facility of spectator attraction factors have a significant influence on satisfaction. Second, service of spectator attraction factors didn`t had a significant influence on satisfaction. Third, game condition of relationship marketing implement factors have a significant influence on satisfaction. Fourth, expense of spectator attraction factors didn`t had a significant influence on satisfaction. Fifth, communication of spectator attraction factors have a significant influence on satisfaction. Sixth, satisfaction had a significant influence on revisit intention. This paper attempts to marketing spectator attraction factor that professional soccer should make spectator relationship performance by recognizing the importance and value of spectator-related marketing. Utilizing this relationship, it must establish the marketing strategy which can increase the sales and benefit of the enterprise in a very competitive environment.

카지노 산업에서 다른 고객들에 대한 소비자 자신의 인지가 후행변수 형성에 미치는 역할에 관한 연구: 테이블 게임을 중심으로

황진수 ( Jin Soo Hwang ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.3

The purpose of this study is to explore the important role of other customer perceptions (OCP) at casino table games. More specifically, it was hypothesized that three dimensions of OCP (similarity, physical appearance, and suitable behavior) play an important role in the formation of customer satisfaction. In addition, it was proposed that there is a positive relationship between customer satisfaction and revisit intentions. This study collected data from 221 casino table customers in order to identify theoretical relationships among constructs. The results of data analysis showed that all three dimensions of OCP have a positive influence on customer satisfaction, which in turn positively affects revisit intentions. The important managerial implications of these findings are then discussed in the latter part of the article.

The Effect of the Quality of Food Experienced by Professional Basketball Visitors on the Game Commitment, Satisfaction, and Intention to Revisit

이상협 (사)한국조리학회 2020 한국조리학회지 Vol.26 No.1

The purpose of this study is to investigate the influence of the quality of food experience in the stadium on the game commitment, satisfaction, and intention to revisit of the professional basketball. In this study, a total of 13 basketball fans participated in the interview. In order to investigate the difference between male and female basketball fans, 7 males and 6 females were selected for interview. As a result, female respondents emphasized the importance of the quality of food more than male respondents. Regarding the food quality and game commitment of the basketball, female respondents responded that the food quality did not affect the game commitment more than the male respondents. On the other hand, the relationship between food quality and satisfaction is not related to both gender. Also, the food quality of the basketball did not affect the respondent 's intention to return to the stadium. This study is meaningful for the basketball fans to provide more enjoyable and interesting experience and to increase the intention of visiting the arena continuously in the future.

팀 순위별 경기관람결정요인이 스포츠 팬 행동과 재관람 의사에 미치는 영향

박상일(Park Sang-Il),이건희(Lee Gun-Hee) 한국스포츠산업경영학회 2006 한국스포츠산업경영학회지 Vol.11 No.1

본 연구는 프로농구 팬의 경기관람 결정요인이 스포츠 팬 행동과 재람관 의사에 미치는 영향을 분석함으로서 프로스포츠 마케팅 실무자들에게 유용한 기초 정보를 제시하는데 그 목적이 있다. 본 연구의 대상은 2004-2005시즌 한국프로농구 정규시즌 중반이후 주말경기와 휴일경기의 직접관람자 중 홈팀 관중을 모집단으로 선정하였으며, 표본의 선정은 비확률표본추출법 중 편의추출법(convenience sampling)을 사용하여 총 10개 프로농구 홈팀 관중을 대상으로 각 구단당 180부씩, 총 1800부의 설문지를 배포하였다. 이 중, 1291부의 설문자료가 실제 분석에 사용되었다. 본 연구의 자료처리는 Window용 12.0 Version과 AMOB 5.0 통계패키지를 사용하였으며, 분석 결과는 아래와 같다. 상워권 팀 관중의 경기관람 결정요인이 스포츠팬 행동과 재관람 의사에 미치는 영향 분석 결과, 먼저 독립변인인 경기장관련 요인은 관람지속, 관람만족 요인에 영향을 미치는 것으로 나타났으며, 선수관련 요인은 팀 지지, 관람지속, 재관람 의사에 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지, 관람지속 요인에 영향을 미치는 것으로 나타났다. 서비스관련 요인은 관람지속, 관람만족에 영향을 미치는 것으로 나타났다. 둘째, 중위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에 미치는 영향 분석 결과, 독립변인인 경기장관련 요인은 관람만족에 영향을 미치는 것으로 나타났다. 선수관련 요인은 관람지속에 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지, 관람지속, 관람만족, 재관람 의사에 영향을 미치는 것으로 나타났다. 서비스관련 요인은 관람만족, 관람지속, 팀 지지에 영향을 미치는 것으로 나타났다. 셋째, 하위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에 미치는 영향 분석 결과, 독립변인인 경기장관련 요인은 팀 지지, 관람지속, 관람만족에 유의한 영향을 미치는 것으로 나타났다. 선수관련 요인은 관람지속, 관람만족, 재관람 의사에 유의한 영향을 미치는 것으로 나타났으며 팀 관련 요인은 팀 지지 요인에 영향을 미치는 것으로 나타났다. 서비스관련 요인은 관람지속, 관람만족에 영향을 미치는 것으로 나타났다. The purpose of this study was to examine the effects of factors related to consumption behavior of professional basketball home spectators on intention of revisiting the game to activate professional sports. 1712 subjects who directly spectated their home game(2004-2005 regular season game of Korea Professional basketball in weekend game or holiday game since the middle season) were selected using convenience sampling method, finally 1291 data were collected in this study except data which didn't or trustless respond. Data was collected through questionnaires. Data was analyzed through SPSS 12.0 Version and AMOS 5.0. frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, multiple regression analysis, and path analysis was performed. The level of significance was set up .05. The results of this study based on this procedures and method are as follows. Firstly, In analysis on effects of game spectator decision factor on sports fan behavior and intention of revisiting the game in high rank team, stadium factor had positive effect on spectation duration factor, spectation satisfaction factor, and behavioral royalty. Secondly, In middle rank team, stadium factor had positive effect on spectation satisfaction factor. Player factor had positive effect on spectation duration factor. Thirdly, In low rank team, stadium factor had positive effect on team support, spectation duration factor, and spectation satisfaction factor.