경기지연이 관람만족과 경기몰입, 재관람 의도에 미치는 영향 = (The) effect of game delay on inspection satisfaction, game commitment and re-inspection intention

다국어 초록 (Multilingual Abstract)

(Abstract)

1. Introduction

Sports in modern society draw attention as a sphere of the future industries aimed at enhancing health and life quality, as the economy grows at high rates along with the development of industrial technology and science civilizations, therefore enhancing people's living standards and implementing the five-day workweek system.
Domestic sports are gaining popularity centering on professional baseball, professional soccer, professional basketball, professional volley, and professional golf, thereby steadily growing as the viewing sports industry. Also, professional sports function to release modern people's physical and mental tension, and relieve us of psychological anxieties, to unite the society to enable people to share comrade consciousness, and to consolidate social bondage to create regional solidarity among the general public to satisfy their instinct of belonging and sense of regional solidarity. However, it so happens during matches that misjudging by main referees and assistant referees, fouls by players, and audiences' disturbances cause delay in matches. Also, even delay in matches, which is caused by players and natural disasters, will leave the audiences harboring negative thoughts. If sports matches are seen as a service to the audiences, delayed matches will have to keep the audiences waiting unilaterally.
Sports consumers often experience time loss before and after viewing popular matches. Since time is deemed to be very precious for the audiences, inevitable delay in matches will have great effects on the customers. Delayed matches create mistrust and taint the image of matches, thereby calling for appropriate management of such delay; however, there has been no research on this issue. Thus, this research presents a study on the effects of delay in matches on audiences' viewing satisfaction, immersion in matches, and intention to view matches again.

2. Research Model

This research's purpose is to define the effects of delayed matches on audiences' viewing satisfaction, immersion in matches, and intention to view mathes again. The following research models and hypotheses were used to identify whether delayed matches have negative effects on audiences' viewing satisfaction and immersion in matches, whether audiences' viewing satisfaction have positive effects on their immersion in matches and intention to view matches again, and whether audiences' immersion in matches have positive effects on their intention to view matches again.
3. Research Hypotheses

Based on previous investigation, 3 hypotheses were suggested;
Hypothesis Ⅰ. Delayed matches will have negative effects on audiences' viewing satisfaction and immersion in matches.
Hypothesis Ⅱ. Audiences' viewing satisfaction will have positive effects on their immersion in matches and intention to view matches again.
Hypothesis Ⅲ. Audiences' immersion in matches will have positive effects on their intention to view matches again.

4. Research Method

Using the revised questionnaire from a preparatory survey, surveyed were 260 spectators who saw a Pohang-Daegu professional soccer match held on April 29, 2007 (in a soccer stadium in K Province), and 260 spectators who saw a Samsung-Hanwha professional baseball match held on May 2, 2007 (in a baseball stadium in D City); questionnaires were distributed to target respondents through educated surveyors. 520 copies of completed questionnaires were collected, and of them the final 513 effective copies were adopted for analysis.
The results of the hypotheses test was as follows;
5. Conclusion

This research aimed to define what effects the delayed matches have on audiences' viewing satisfaction, immersion in matches, and intention to view matches again. For the research method, surveyed were 513 people who saw professional soccer or baseball matches in regular leagues in stadiums in D City and K Province, and the results were assessed using diverse quantitative psychology methods. As a result, the hypothetical models proposed herein proved to be satisfactory, and of the twelve proposed hypotheses, eight hypotheses proved to be statistically significant. The research results are outlined as follows.
First, delayed matches had strong negative effects on the audiences' viewing satisfaction, but had not significant effects on their attitude immersion, but significant effects on their behavioral immersion. Also, in addition to these direct effects, delayed matches had strong negative effects on audiences' immersion in matches and intention to view matches again in connection with their viewing satisfaction.
Second, audiences' viewing satisfaction had direct effects on their immersion in matches; the more their viewing satisfaction was, the stronger their intention to view matches again. Also, audiences' viewing satisfaction had not indirect effects on their intention to view matches again in connection with their immersion in matches.
Third, audiences' immersion in matches did not have significant effects on their intention to view matches again.
It is deemed that having negative effects on audiences' viewing satisfaction are delayed matches rather than interacting activities such as the trust in, and kindness, efforts and etiquette of sports clubs and their players. If factors that cause dissatisfaction over delayed matches can be identified and managed, this will be able to reduce negative effects of delay on the whole services and enhance consumer satisfaction despite delayed matches. For even inevitable delay, sports clubs and teams should identify the kind of delay and its occurrence time to systematically manage them.

목차 (Table of Contents)

• (Abstract)
• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구 목적 4
• 3. 연구모형 및 가설 4
• 4. 용어의 정의 5
• 1) 경기 지연 5
• 2) 관람만족 6
• 3) 경기몰입 6
• 4) 재관람 의도 7
• 5) 연구의 제한점 7
• Ⅱ. 이론적 배경 8
• 1. 스포츠 소비자 8
• 1) 직접 소비 11
• 2) 간접 소비 13
• 2. 스포츠 소비자 행동 14
• 3. 경기지연 16
• 1) 서비스 접점에서의 지연 16
• 2) 지연의 유형 18
• 4. 관람만족 19
• 5. 경기몰입 20
• 6. 재관람 의도 24
• Ⅲ. 연구 방법 26
• 1. 연구대상 26
• 2. 검사 도구 28
• 1) 인구통계학적 특성 29
• 2) 경기지연 29
• 3) 관람만족 30
• 4) 경기몰입 30
• 5) 재관람 의도 31
• 3. 자료처리 방법 31
• Ⅳ. 연구결과 33
• 1. 측정척도의 신뢰성과 타당성 분석 33
• 1) 탐색적 요인분석 33
• (1) 경기지연에 대한 요인분석 33
• (2) 관람만족에 대한 요인분석 35
• (3) 경기몰입에 대한 요인분석 36
• 2) 측정척도 순화 37
• (1) 경기지연 37
• (2) 경기관람요인 38
• (3) 경기관람만족요인 39
• (4) 태도적 몰입 40
• (5) 행동적 몰입 40
• 3) 확인적 요인분석 41
• (1) 경기지연 43
• (2) 경기관람요인 44
• (3) 경기관람만족요인 45
• (4) 태도적 몰입 46
• (5) 행동적 몰입 47
• 2. 측정변수간의 상관관계 분석 48
• 3. 연구모델평가 및 가설검증 50
• 1) 연구모델평가 50
• 2) 가설검증 52
• (1) 경기지연과 관람만족 52
• (2) 경기지연과 경기몰입 52
• (3) 관람만족과 경기몰입 53
• (4) 경기몰입과 재관람 의도 55
• 3) 간접효과 55
• Ⅴ. 논 의 57
• 1. 질문문항의 신뢰성과 타당성 57
• 2. 경기지연, 관람만족, 경기몰입간의 인과관계 58
• 3. 관람만족, 경기몰입, 재관람 의도간의 인과관계 59
• 4. 경기몰입, 재관람 의도간의 인과관계 60
• Ⅵ. 결론 및 제언 62
• 1. 결론 62
• 2. 제언 63
• 참고문헌 64
• 부록 : 질문지 73