스포츠마케팅에 있어 팀 동일시에 대한 재해석 및 효과에 관한 연구

옥정원 한국마케팅관리학회 2012 마케팅관리연구 Vol.17 No.1

The purpose of this study was to measure specific Team Identification' effect in Professional Sport. Many previous researches studied about Team Identification effect on Team loyalty, Sponsor loyalty, and Region image. But researches have limitation to measure specific Team Identification effect. Therefore, this study is classified into specific Team Identification to Team Member Identification, Team Game Identification and Team Culture Identification. The respondents were spectators who had attended professional sports games. This study utilized convenience sampling method. 350 questionnaires were distributed on site and a total of 287 questionnaires were collected. 228 samples were used for data analysis. The data were recorded and analyzed using the SPSS 14.0 and Lisrel 8.30. The results of the study were as follows: First, Team Member Identification had significant effect on the Team loyalty and Team Culture Identification also had significant effect on the Region Image. Second, Team Game Identification and Team Culture Identification were found to have significant effect upon the Team attachment. Third, Team attachment was noted to have a significant effect upon Region Image, Team loyalty, and Sponsor loyalty. Finally, the Team loyalty was found to have significant effect on the Sponsor loyalty. 본 연구는 보다 정교한 차원의 팀 동일시의 스포츠 마케팅 효과를 검증하고자 하여 팀 동일시를 세부적인 팀 경기 동일시, 팀 구성원 동일시, 팀 문화 동일시로 구분하여 연구모형을 설계하였다. 또 팀 동일시의 효과를 측정하기 위하여 기존의 팀 충성도와 스폰서 태도와 같은 팀과 스폰서 자산에 영향을 미치는 요소 뿐 아니라 지역이미지 효과도 포함하는 통합적인 스포츠 마케팅 효과를 검증하였다. 분석결과 첫째, 팀 구성원 동일시는 팀 애착에 유의한 의미가 존재하지 않지만, 팀 경기 동일시와 팀 문화 동일시는 팀 애착에 긍정적인 영향을 주는 것으로 나타났다. 둘째, 팀 구성원 동일시는 팀 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 세부적인 팀 동일시들이 보다 스포츠 마케팅 효과와 유의한 관계를 유지하기 위해서는 팀 애착이 중요한 역할을 한다는 것을 알 수 있었다. 마지막으로 팀에 대한 충성도가 높으면 그 팀을 후원하는 스폰서에 대한 충성도 또한 높아지는 것으로 나타났다. 하지만 이러한 팀 충성도는 팀이 연고지로 하고 있는 지역의 이미지에는 영향을 미치지 않는 것으로 나타났으며, 스폰서에 대한 태도 또한 지역이미지로 전이 되지 않는 것으로 나타났다. 이러한 본 연구의 결과는 기존의 스포츠 마케팅 효과에서 중요한 변수로 여겨져 왔던 팀 동일시에 대한 새로운 접근을 통해, 스포츠 팀을 운영하는 구단, 스포츠 구단을 후원하는 스폰서 기업, 그리고 스포츠 구단의 연고지 등 스포츠 마케팅 효과를 얻는 주체들에게 보다 통합적인 관점에서 효과적인 시사점을 줄 수 있을 것이라 생각된다.

Analysis of Structure Equation Model on Team`s Prestige, Salience of Rival, Distinctiveness, Team identification and Team Loyalty of Alumni Dance Group.

( Soon Hee Jeon ),( Ji Hyun Hong ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: The purpose of the study was to investigate identifying the direct relationship of the dance performance`s audience`s perceived affection on the team loyalty, and by identifying the indirect influence mediated through the team`s factors attractiveness, reliability and familiarity, this research has its purpose in providing meaningful information regarding the rational marketing strategy for the influx of audience in dance performance sites. Method: For 305 audiences watching the dance performance selected to achieve this purpose using convenient sampling and self-administration method on May 2015. Team attachment used brand attachment scale used by Sang-Yoo Kim, Ho-Ryong Beak (2010) was modified and constructed based on the Thomson et al.(2005). Team loyalty concept of team loyalty is the modified source which Yong-man Kim cites in his text (2004) from Funk`s concept of measurement item(1998). Team attribute(Reliability, Familiarity, Attractiveness) concept of attractiveness is the modified source which from Fisher`s concept of measurement item(1998), reliability scale used by Mcknight, Choudhuru, Kacmar(2002), Yong-man Kim (2010) was modified and constructed. Used Familiarity scale used by Aaker(1996), Yong-man Kim (2006) was modified and constructed. To examine data, exploratory factor analysis and reliability analysis were used. To analyze Correlation product-moment analysis and Hierarchical Regression analysis. Mediating effect verification used Sobel Test developed by Baron & Kenny(1986). Significance level was set at .05, Statistical programs used for data analysis was PASW v18.0. Result: First, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the attractiveness. Second, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the reliability. Third, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the familiarity. Conclusion: Team Attachment has higher influence by rather than directly influencing team loyalty but by partially mediating the team attribute components (attractiveness, reliability and familiarity).

프로축구 팀 속성이 관람만족, 팀동일시와 팀충성도에 미치는 영향

김용만 ( Yong Man Kim ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.1

이 연구의 목적은 프로축구의 팀속성과 관람만족, 팀동일시와 팀충성도와의 구조적관계를 규명하고, 관람만족과 팀충성도 사이에 팀동일시의 매개효과를 검증하는 데 있다. 연구대상은 2009 K-리그의 홈 관중이며 편의표본추출법을 통해서 300부를 표집한 후 연구에 적절하지 않은 21부를 제외한 총 279부를 최종유효표본으로 활용하였다. 자료처리는 SPSSWIN Ver. 14.0과 AMOS 7.0을 활용하여 모형의 적합도를 검증한 후 개별 가설들을 검증하였다. 개별가설을 검증하여 다음과 같은 결과는 얻었 다. 첫째, 팀속성의 하위변수인 친숙도와 매력성은 관람만족에 긍정적인 영향을 미치는 것으로 나타났으나, 신뢰성은 영향을 미치지 않는 것으로 나타났다. 둘째, 관람만족은 팀동일시에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 관람만족은 팀충 성도의 하위변수인 태도적충성도에 영향을 미쳤지만 행동적충성도에는 영향을 미치지 않는 것으로 나타났다. 넷째, 팀동일시 는 관람만족과 태도적충성도의 매개효과에 유의성이 없는 것으로 나타났으나, 관람만족과 행동적충성도의 매개효과에는 유의 한 것으로 나타났다. 다섯째, 팀충성도의 하위변수인 태도적충성도는 행동적충성도에 긍정적인 영향을 미치는 것으로 나타났 다. 여섯째, 팀충성도의 하위변수인 태도적충성도는 행동적충성도에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the structural relationship of team attribute, satisfaction of spectating, team identification, and team loyalty for professional soccer. On the basis of the theoretical basis and the empirical result thereof, the analysis would be facilitated as the base data for the practical use to render its value in establishing the marketing strength for the officials of professional soccer teams. Subjects were the home fans of 2009 K-League with the use of convenience sampling method for 300 questionnaires, and after excluding 21 invalid questionnaires for the research to have the total of 279 questionnaires as effective final samples. For data processing, SPSSWIN Ver. 14.0 and AMOS 7.0 were identified the goodness of fit of models and verify the individual hypotheses. The result was shown as follows. First, familiarity and attractiveness, the lower variables of team attribute, displayed to influence positively on satisfaction of spectating but reliability did not have any influence. Second, satisfaction of spectating was shown to have the positive influence on team identification. Third, satisfaction of spectating had the influence on the attitudinal loyalty, the lower variables of team loyalty, but it displayed no influence on behavioral loyalty. Fourth, team identification, the lower variable of team loyalty, displayed to influence positively on behavioral loyalty, but attitudinal loyalty did not have any influence. And, fifth, attitudinal loyalty, the lower variable of team loyalty, was shown to have the positive influence on behavioral loyalty.

프로야구 팀 충성도의 행동적 효과에 대한 탐색적 연구

신경아(Kyung Ah Shin),황세희(Se Hee Hwang),한미정(Mi Ejeong Han) 한국광고홍보학회 2014 광고연구 Vol.0 No.101

본 연구는 700만 관람객을 동원하며 국민 스포츠로 자리 잡은 국내 프로야구팀이 모기업 후원에 의존하여 구단을 운영하는 방식을 탈피하고 독자적으로 수익원을 창출할 수 있는 방안을 모색하기 위해 팀 충 성도를 중심개념으로 살펴보고, 팀 충성도가 팀 제품구매 및 주 수입원인 경기장관람에 영향을 미치는 요인을 조사하였다. 이를 위해, 서울지역 두산 베어스, LG 트윈스팬과 부산지역 롯데 자이언츠팬 465명을 대상으로 설문조사를 실시하였다. 먼저 팀 충성도를 형성하는 요인들을 파악하고자 경기관람방법, 경 기에 대한 정보매체 활용정도, 구단의 마케팅활동에 대한 인식, 그리고 연고지에 대한 기여도 인식 등을 조사하였고 그 다음으로 팀 충성도가 응원팀 제품구매와 경기장 재관람 의도에 어떤 영향력을 가지는지 살펴보았다. 위계적 회귀분석을 통해 살펴본 결과, 남자이고, 나이가 많으며, 경기장에서 관람하는 경우, 그리고 구단 이미지에 대한 긍정적인 인식을 가질수록, 프로야구팀의 지역사회에 대한 후원과 봉사가 많다고 인식할 수록 팀 충성도가 더 높은 것으로 나타났다. 그리고 팀 연고지에 대한 기여가 높다고 인식할수록 팀 충성 도가 더 높은 것으로 나타났다. 한편 팀 제품구매 및 경기장 재관람 의도에 있어서는 경기장관람, 경기장 시설요인과 구단이미지 요인, 팀 연고지에 대한 기여도, 팀 충성도 등이 의미 있는 변인으로 나타났다. The current study investigated potential behavioral effects of the Korean professional baseball team loyalty, 465 Doosan Bears, LG Twins, Lotte Giants baseball fans from Seoul and Busan participated in a survey. First, to examine factors that contribute to team loyalty, the survey dealt with 4 key variables: method of watching baseball games, media use for baseball information, perceptions of marketing activities for baseball teams, and perceptions of baseball team’s contribution to the community the team is based. Secondly, the study investigated how the team loyalty influenced intentions of buying team products and of revisiting baseball parks. Hierarchical regression analyses indicated that the team loyalty was explained by gender, age, going to ball parks to watch games other than using media. Also the analysis found that the more positive perception respondents had for team image and for community relations, the higher team loyalty was perceived. Finally as respondents perceived more positively about the team’s contribution to the region they belong, they showed higher team loyalty. The intentions of buying team products and revisiting ball parks were predicted by baseball team facility factor, team image, perception of community contribution, and team loyalty.

프로야구 관람객의 서비스 품질 지각이 관람만족, 팀 충성도 및 관계지속의도에 미치는 영향 - 공정성 민감도의 조절효과를 중심으로 -

오필규 ( Pil-kyu Oh ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.3

본 연구의 목적은 프로야구 관람객의 서비스 품질 지각이 관람만족, 팀 충성도와 관계지속의도에 미치는 영향에 대하여 연구하고자 한다. 구체적으로 서비스 품질이 관람만족과 팀 충성도에 어떤 영향을 미치는지를 살펴보고, 관람만족과 팀 충성도는 관계지속의도에 어떤 영향을 미치는지 알아보고자 한다. 또한, 두 매개변수(관람만 족, 팀 충성도) 사이의 간접효과와 서비스 품질과 관람만족과 팀 충성도에 공정성 민감도가 조절변수로서 어떤 역할과 효과가 있는지를 알아보고자 한다. 본 연구결과, 서비스 품질의 하위 3요인(결과, 환경, 상호작용)중에서 환경품질, 상호작용품질만 관람만족에 유의한 영향을 미치고, 결과품질, 상호작용품질은 팀 충성도에 유의한 영향을 미치는 것으로 나타났다. 관람만족이 팀 충성도와 관계지속의도에 유의한 영향을 미치며, 팀 충성도가 관계 지속의도에 유의한 영향을 미치는 것으로 나타났다. 서비스 품질과 두 변수(관람만족, 팀 충성도) 사이에서 공정성 민감도 조절변수의 역할은 결과품질, 환경품질 하위요인 사이에 조절효과가 있고, 상호작용품질 요인과 두 변수 사이에서는 조절효과가 없는 것으로 나타났다. 본 연구에서는 서비스 품질 지각이 관람만족, 팀 충성도를 매개로 하여 관계지속의도에 미치는 간접효과 분석을 통해 각 경로별 영향력에 대한 간접효과를 도출하고, 서비스 품 질과 관람만족, 팀 충성도 사이에서 공정성 민감도의 조절효과 분석이 이전의 연구와 다른 배병렬(2017)이 제시한 이론에 근거한 분석 차별화(상호작용 효과분석_March el al. 접근법_평균중심화 상호작용항_대응된 쌍 전략)과 더미 변수를 이용한 성별, 연령별 영향력의 차이에 대한 분석결과를 얻을 수 있었다. This study aims to examine the effect of the perception on service quality in professional baseball spectator on spectator’s satisfaction, team loyalty and relationship intention and the effect of service quality on relationship intention via spectator’s satisfaction and on relationship intention via team loyalty after the effect on spectator’s satisfaction. The findings of research model path analysis are as follows. First, among the sub-factors of service quality, environment quality, and interaction quality influenced specta-tor’s satisfaction. But, outcome quality didn’t influence spectator’s satisfaction. Second, among the sub-factors of service quality, outcome quality, and interaction quality influenced team royalty. But, environment quality didn’t influence team royalty. Third, spectator’s satisfaction influenced team loyalty. Fourth, spectator’s satisfaction influenced relationship intention. Fifth, team loyalty influenced relationship intention. Sixth, the role of moderat-ing variables in the fairness sensitivity between service quality and spectator’s satisfaction was outcome quality and environmental quality among the lower three factors of service quality influenced spectator’s satisfaction. But, interaction quality didn’t influence spectator’s satisfaction. Seventh, the role of moderating variables in the fairness sensitivity between service quality and team loyalty was outcome quality and environmental quality among the lower three factors of service quality influenced team loyalty. But, interaction quality didn’t influence team loyalty. In addition, as a result of analyzing the indirect effect, the size of the effect of service quality on spectator’s satisfaction and the effect on the relationship persistence through team loyalty again than the size of the effect of service quality on relationship persistence through spectator’s satisfaction It turned out to be bigger. In the analysis of the moderating effect of fairness sensitivity between service quality, spectator’s satisfaction, and team loyalty. Analysis differentiation based on previous research, The theory presented by professor Bae(2017)_interaction effect analysis, March el al’s approach, mean-centering, interaction term, matched pair strategy and the differences in influence by gender and age using dummy variables.

프로야구 팀 브랜드 연상이 팀 충성도에 미치는 영향

윤석주(Yoon, Seok-Joo),한진욱(Han, Jin-Wook),유정석(Yoo, Jung-Seok) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.1

The purpose of this study was to examine the moderating role of team identification in the relation between professional baseball team brand association and team loyalty. A total of 300 spectators attending a game held during the 2012 playoff of the KBO were selected using a convenient sampling method. 269 usable questionnaires were returned to the researchers. Data analyses were conducted for frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and multiple regression analyses with PASW 18.0. The results of this study indicated that (1) all three sub-dimensions(attributes, benefits, and attitudes) of team brand association positively affected team loyalty, (2) team identification played a moderating role in the relation between attributes and team loyalty, and (3) team identification had a moderating effect on the relationship between attitudes and team loyalty. Additional discussion and practical implication were also suggested.

팀품질, 팀만족, 브랜드마크 및 충성도와의 관계: 인도네시아 프로축구리그를 중심으로

엔다르만사푸트라(SaputraEndarman),정호원(HowonJeong) 한국체육학회 2015 한국체육학회지 Vol.54 No.5

본 연구는 인도네시아 프로축구팀의 팀품질, 팀만족, 브랜드마크 그리고 행동적 충성도 간의 구조적 인관관계를 규명하는데 목적이 있다. 조사대상은 프로축구에 관심이 있는 인도네시아 대학생 축구팬이며, 편의표본추출법을 통해 324부의 자료를 확보하였다. 자료처리를 위해 SPSS 21.0 프로그램과 AMOS 20.0 프로그램을 이용하였으며, 빈도분석, 상관관계분석, 신뢰도분석, 확인적 요인분석, 그리고 구조방정식 모형 분석을 통해 다음과 같은 연구결과를 도출하였다. 첫째, 축구팬들의 팀품질, 팀만족 그리고 행동적 충성도에는 인과관계가 존재한다. 구체적으로 1)팬들의 팀품질에 대한 평가는 팀만족에 긍정적 영향을 미치며, 2)팀만족은 팬들의 행동적 충성도에 긍정적 영향을 미치며, 3)팀품질은 팀만족을 통해 행동적 충성도에 간접적인 영향을 미치는 것으로 나타났다. 둘째, 브랜드마크에 대한 인식은 팀품질과 팀만족 그리고 행동적 충성도 간의 인과관계에서 의미 있는 역할을 한다. 구체적으로 1)팬들의 팀품질에 대한 평가는 브랜드마크 인식에 긍정적 영향을 미치며, 2)팀만족은 브랜드마크 인식에 긍정적 영향을 미치며, 3)브랜드마크에 대한 긍정적 인식은 행동적 충성도에 긍정적 영향을 미치는 것으로 나타났다. The purpose of this study was to examine causal relationships among team quality, team satisfaction, brand mark and behavioral loyalty of a football team in Indonesia Professional Football League. A total of 324 football fans in Indonesia were invited for the survey by using convenience sampling. The data were analyzed by frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling using SPSS 21.0 and AMOS 20.0. The results of this study were as follows: first, there were causal relationships among team quality, team satisfaction and loyalty. Specifically, 1) team quality influenced team satisfaction, 2) team satisfaction influenced loyalty, 3) team quality indirectly influenced loyalty through team satisfaction, Second, brand mark could be considered as the result of team quality and team satisfaction as well as the cause of loyalty. Specifically, 1)team quality influenced brand mark, 2) team satisfaction influenced brand mark, and 3) brand mark influenced behavioral loyalty.

스포츠 팀이미지에 따른 라이센싱제품 구매요인과 팀충성도와의 관계

김홍남(Hong Nam Kim),최환석(Hwan Suk Choi),김보룡(Bo Ryong Kim) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.53

The purpose of this study was to suggest actual strategy increasing sport competitiveness and added value of sport teams through investigating how professional sport team image factors improving corporate image and enhancing corporate marketing activity to affect buying factors of licensing products, and how to affect team loyalty. To complete this purpose, researchers chose the subjects 300 spectators living in Gwangju and Daegu in professional sports games in 2013 with convenience sampling method excluding insufficient respondents. Reliability test of the measuring instrument indicated the Cronbach`s α between .976 and .728, which was an adequate value for the objective of the study. Multiple regression analysis was performed for practical data analysis, and was able to acquire the following results. First, high quality, trusty, certainty, and interest of team image had distinct influence in product character and purchase circumstance. Second, high quality, trusty, certainty of team image had distinct influence in behavioral loyalty and attitudinal loyalty. Third, product character of buying factors and purchase circumstance had distinct influenced in behavioral loyalty and attitudinal loyalty. As a result of findings, because sport team image affected buying factors and team loyalty, operating sport teams was competitive and corporate could get profit through selling licensing products. To increase team image, the team needed to find and bring up local excellent athletes, show more positive team image through social responsibility activity to the fans. In addition, corporate need to produce licensing products emphasizing fuctionality, design, color, and price on demand of customers. Discount tickets sales and simplifying the rout of selling licensing products also could be good strategy.

프로야구 관중이 지각하는 팀속성이 팀만족과 팀충성도에 미치는 영향

김용만(YongManKim),김세윤(SeYunKim),정정희(JungJungHee) 한국체육학회 2010 한국체육학회지 Vol.49 No.5

이 연구의 목적은 프로야구 관중의 팀속성이 팀만족을 통해서 팀충성도에 미치는 영향을 구조방정식모형분석을 통해서 규명하는 것이다. 이를 위하여 ‘2009 CJ마구마구 프로야구’ 관람 경험이 있는 성인 관중 300명을 대상으로 하였다. 표본은 편의표본추출법을 통해 추출하였고, 설문지는 자기기입식을 통해 작성하도록 하였다. 그리고 자료분석은 SPSSWIN Ver. 15.0과 AMOS 7.0을 활용하였다. 연구결과 팀속성의 하위변수인 팀매력성, 팀유사성, 스타플레이어는 팀만족에 유의한 영향을 미치는 것으로 나타났고, 팀경기결과는 팀만족에 유의한 영향을 미치지 않는 것으로 나타났다. 또한 팀만족은 태도적충성도와 행동적충성도에 유의한 영향을 미치는 것으로 나타났고, 태도적충성도는 행동적충성도에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the relation of team satisfaction with a team attribute and the relation of team loyalty with team satisfaction revealed in viewing experience of spectators in professional baseball games through the analysis of structural equation model. For this purpose, this study set 300 adult spectators who have had viewing experiences in ‘the 2009 CJ Magumagu Professional Baseball’ as its survey target. This study used convenience sampling method, had its target group draw up their questionnaires through a self-administration method, and used SPSSWIN Ver. 15.0 and AMOS 7.0 for its data analysis. As a result of doing research, the subordinate variables of a team attribute - team attractiveness, team similarity, and star players - were found to have a significant effect on team satisfaction while the performance results of a team was found to show no significant effect on team satisfaction. In addition, team satisfaction was found to have a significant effect on both attitudinal loyalty and behavioral loyalty while attitudinal loyalty was found to have a significant effect on behavioral loyalty.

Clothes Make the Fan: The Effect of Team Merchandise Usage on Team Identification, Fan Satisfaction and Team Loyalty

Tim Stroebel,Herbert Woratschek,Christian Durchholz 글로벌지식마케팅경영학회 2021 Journal of Global Sport Management Vol.6 No.2

Why do sport managers invest in merchandising activities and how do those activities affect sport fans’ behavior? In this article, we analyze the relevance of team merchandise usage to fan behavior determinants. We survey fans of the top basketball league in Germany to investigate the effect of merchandise usage on their team identification, fan satisfaction and team loyalty. The results show that, freely adapted from Mark Twain, clothes make the fan. Team merchandise can be a catalyst for team identifica- tion and loyalty. This research is the first to analyze the effect of team merchandise usage on fan behavior. It helps to understand better the potential of team merchandise and, therefore, makes a substantial contribution to sport management research. Moreover, sport managers get a deeper understanding of merchandising as tool to influence team identification, fan satisfaction as well as team loyalty.