프로축구구단제품 속성과 관중의 전반적 만족, 신뢰 및 관계몰입이 재 관람 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyzing the effect of product attribute of professional football team and the overall satisfaction, trust and relation-commitment on repurchase intention of spectator.
To analyze this study ; 500 survey questionnaires have been released to the home ground fans who are supporting football team which is located in Gyeong-Nam and Busan district. The survey questionnaire were completed by the method of self-administration. The collection was 450 questionnaires and 51 questionnaires were not responded properly, 399 questionnaires were only used as a final data.
The final data were processed frequency analysis, t-test, ONE-WAY ANOVA, multi-regression analysis by using SPSSWIN 12.0 ver.
These followings are the results of the analysis ;
1. The characteristic of demographic was statistically significant on the product attribute of professional football team.
2. The characteristic of demographic was statistically significant on the repurchase intention of spectator.
3. The service from the product attribute of professional football team and the ability of football player were statistically significant on the overall satisfaction of spectator.
4. The service from the product attribute of professional football team and the ability of football player were statistically significant on the trust of spectator.
5. The facilities from the product attribute of professional football team and the ability of football player and team play were statistically significant on the relation-commitment of spectator.
6. The relation-commitment was statistically significant on the repurchase intention of spectator.
7. The facilities from the product attribute of professional football team and the ability of football player and team play were statistically significant on the repurchase intention of spectator.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 3
• 3. 연구모형 및 가설 4
• 4. 용어의 정의 6
• Ⅱ. 이론적 배경 8
• 1. 관람 스포츠 산업 8
• 2. 프로 스포츠 10
• 3. 프로축구 14
• 4. 스포츠 마케팅의 본질 19
• 5. 프로축구구단제품 속성 24
• 6. 소비자 행동 28
• Ⅲ. 연구 방법 34
• 1. 연구대상 34
• 2. 조사도구 36
• 3. 설문지의 타당도와 신뢰도 39
• 4. 자료처리 42
• Ⅳ. 결과 및 논의 44
• 1. 결과 44
• 2. 논의 64
• Ⅴ. 결론 및 제언 68
• 1. 결론 68
• 2. 제언 70
• 참고문헌 71
• 부록 77