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프로야구 관중의 응원만족도가 팀 일체감 및 재관람의도에 미치는 영향
조우정(Cho, Woo-Jeong),김애랑(Kim, Ae-Rang),서정은(Suh, Jung-Eun) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1
The purpose of this study was to examine the influence of pro-baseball spectators’ cheering satisfaction on team identification and repurchase intentions. The spectators who watched the games of 2011 pro-baseball league in Bu-San, Dae-Gu and Gwang-Ju were selected as samples of this study. A total of 436 questionnaires were collected. The collected data were analyzed through frequency analysis, exploratory factor analysis, independent samples t-test, one-way ANOVA and regression analysis. The findings of this study were as follows. First, there was a statistically significant difference in pro-baseball spectators’ cheering satisfaction between the groups of different gender. Second, there was a statistically significant difference in pro-baseball spectators’ cheering satisfaction with respect to the frequency of watching games. Third, cheering satisfaction were found to affect the team identification of pro-baseball spectators. Fourth, cheering satisfaction were also found to affect the repurchase intentions of pro-baseball spectators. Lastly, team identification was found to be an influence factor for the repurchase intentions of pro-baseball spectators.