MLB 구단의 혁신 채택 및 확산: 야구장 건설 사례 = Innovation Adoption and Diffusion in Major League Baseball: A Case of Stadium Construction

국문 초록 (Abstract)

본 연구는 Rogers의 확산이론과 Kimberly & Evanisko(1981)의 연구모형을 기반으로 MLB 구단과 관계된 어떠한 요인들이 신설 야구장 건설 채택 및 확산에 영향을 미치는 지를 분석하는데 그 목적이 있다. 현대 야구장 건설의 확산을 주도한 볼티모어 오리올스의 구장 건설이 채택된 1989년부터 2010년까지 지방정부의 공공자금이 100 % 투입된 MLB팀들을 제외한 23개 MLB 구단을 분석대상으로 하였다. 사건사 분석 방법을 이용하여 총 7개의 독립변수가 측정되었으며 이 중 평균 좌석 점유율, 다른 리그팀과의 경쟁, 네트워크외부효과, 연고도시의 경제상황이 야구장 건설채택에 영향을 미치는 것으로 나온 반면, 구단주의 근속기간, MLB 리그내 경쟁, 구장의 노후화 정도는 통계적으로 유의하지 않았다. 특히 네트워크 외부효과의 영향이 가장 큰 것으로 검증되었으며 이는 확산의 효과가 스포츠산업에본 연구는 Rogers의 확산이론과 Kimberly & Evanisko(1981)의 연구모형을 기반으로 MLB 구단과 관계된 어떠한 요인들이 신설 야구장 건설 채택 및 확산에 영향을 미치는 지를 분석하는데 그 목적이 있다. 현대 야구장 건설의 확산을 주도한 볼티모어 오리올스의 구장 건설이 채택된 1989년부터 2010년까지 지방정부의 공공자금이 100 % 투입된 MLB팀들을 제외한 23개 MLB 구단을 분석대상으로 하였다. 사건사 분석 방법을 이용하여 총 7개의 독립변수가 측정되었으며 이 중 평균 좌석 점유율, 다른 리그팀과의 경쟁, 네트워크외부효과, 연고도시의 경제상황이 야구장 건설채택에 영향을 미치는 것으로 나온 반면, 구단주의 근속기간, MLB 리그내 경쟁, 구장의 노후화 정도는 통계적으로 유의하지 않았다. 특히 네트워크 외부효과의 영향이 가장 큰 것으로 검증되었으며 이는 확산의 효과가 스포츠산업에서도 존재한다는 것을 의미한다.

다국어 초록 (Multilingual Abstract)

The purpose of the study was to identify and empirically test the determinants influencing the construction of MLB stadiums from teams` perspective based on Rogers` innovation diffusion theory and Kimberly and Evanisko`s empirical model. Put simply, what factors drive MLB teams to adopt stadium constriction? The sampling frame for the study included 23 MLB teams franchised in the United States. The timeframe for analysis was the period 1989 through 2010. The reason for the selected timeframe was that the Baltimore Orioles` Camden Yards has been evaluated as the start of the current era of professional sport facility construction in terms of its innovative design and great success. Event history analysis was performed to test the significance of the determinant factors influencing the adoption of stadium construction. The results showed that teams` attendance percentage, competition with other leagues, and city`s income variables were statistically significant but the length of owner`s job tenure, league competition, and stadium age variables were not. Of the significant variables, the effect of network externality was the strongest variable influencing the adoption of stadium construction.

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