프로스포츠 구단의 IMC활동이 관람의도에 미치는 영향 = 구단이미지와 관계의 질의 매개효과

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate a mediating effect of team image and relationship quality between IMC activities of professional sport team and spectator intention to visit a game. To accomplish the purpose of the study, a total of 300 spectators who visit the Suwon kt wiz park were conveniently selected and responded to a survey questionnaire. 272 usable data were utilized in the data analysis procedure. Data were analyzed using frequency analysis, confirmatory factor analysis, reliabitliy analysis, descriptive analysis, correlation analysis and structural equation model. The results of the study indicaetd that there were partial mediating effects of team image and relationship quality on the relation between IMC activity and spectator intention to visit a game. Discussion and additional implications are also suggested.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과
• Ⅳ. 논의
• Ⅴ. 결론 및 제언
• 참고문헌
• ABSTRACT