인문,사회과학편 : 프로농구 관람환경이 팀지지도, 관란만족, 불평행동, 재관람의도에 미치는 영향 = The influence of spectating environment on team Loyalty, spectator satisfaction, complaint behavior, and re-attend intention

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the influence of spectating environment on team loyalty, spectator satisfactioa complaint behavior, and re-attend intention According to previous studies a structural model was proposed using 10 hypothesized paths. The data were collected from six professional basketball arenas using convenience sampling method, and 319 data were analyzed for this study. Before confirming the hypothesis, EFA, CFA, and correlation analysis were performed. The results of structural equation modeling were as follows: First, the spectating environment had positive effect on team loyalty, spectator satisfaction, and complaint behavior. Second, the spectating environment had indirect effect on re-attend intension. Third, the team loyalty had positive effect on satisfaction and re-attend intention. Forth, the complaint behavior had negative effect on re-attend intention Fifth, the re-attend intention had a positive effect on WOM(word of mouth) intention According to the result of the current study a modified model was developed and the model fit indices were tested. Implications and suggestions for future studies were provided.