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- 저자 : ( Doe Kyune Yoo ) (검색결과 1 건)
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The Effect of Crisis Responsibility for Unfair Ticket Sales on Attitude Toward KBO-league
( Yong Suk Cha ),( Doe Kyune Yoo ),( Hee Yoon Nam ),( Kyung Ro Chang ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1
Purpose: Since 2015, the Korea Baseball Organization (KBO) combined their identity as ``KBO League`` to maximize the value of professional baseball while opening a new era consisting 10 professional baseball teams with a new team, kt wiz. The KBO league, which is truly positioned as a national sport, have rapidly developed with great mark in international competitions, marketing activities by each clubs, and professional channel for baseball league. Although it has been thirty-four years that the Korean Professional Baseball league was founded, ticket issues are still on the question. It`s especially harder to get ticket for rival matches, post seasons, and Korean series. Therefore, doubt and distrust of fans have never disappeared, and these problems could be a decisive variable for popularity of professional baseball league affecting fan`s attitude toward the KBO league. Method: The purpose of this study was to investigate fan`s recognition about unfair ticket sales in professional baseball and what effect it has on fan`s attitude towards the KBO. More specifically, the analysis focused on the differences in changes of league trust, league image, and league reputation depending on crisis responsibility about ticket sales. In order to fulfill this purpose, a questionnaire survey was conducted on 350 baseball fans and 323 samples were used for the analysis. Frequency analysis, reliability analysis, correlation analysis and two-way RG-RM ANOVA were carried out using PASW 18.0 program. Result: In terms of league trust, the interaction effect between crisis responsibility on unfair ticket sales and pre-post measurements appeared to be significant. A degree of decline in league trust was significantly higher in a group which perceived the crisis responsibility of the KBO at higher level compared to those who perceived the crisis responsibility at lower level. Furthermore, for league image, the interaction effect between crisis responsibility on unfair ticket sales and pre-post measurements appeared to be significant. A degree of decline in league image was significantly higher in a group which perceived the crisis responsibility of the KBO at higher level compared to those who perceived the crisis responsibility at lower level. However, no significant interaction effect was evident between crisis responsibility and pre-post measurements for league reputation. Conclusion: This study proved that league trust and image of the KBO have been changed after fans perceived unfair ticket sales. Thus, there should be a constant effort into improving systems for fair and clear ticket sales.
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