프로농구 관중의 재관람 의사 결정 요인에 관한 연구 = (A) Study on the Determinative Factors of Intention to Re-spectating at Professional Basketball Games

다국어 초록 (Multilingual Abstract)

Sports have increasingly become one of the most common topics in our daily life.
Today's sports marketing is grown as one of the newest industries with fast economic development. It is getting important as one of the public recreation with economic development, demand of recreational well-being, and need for reduce stress, and sports business is based on the pleasure of sports. And as the masses want to see higher technique and play of competitive players, development of professional sports is necessary to satisfy their demand.
The process of customers' purchasing intention is very complicated, so even many researchers are trying to bring light on the subject of that of process, but simply an act of buying is shown as the result of purchasing not intention.
They have studied to find the important factors which affect an act of purchasing on the commercial professional sports.
Many factors are revealed to make spectators go to the stadium, but the behavior of purchasing is not simply determined by few things. The behavior of purchasing is processed by many complex steps, so it is very important to find various factors which considered at the process of purchasing decision.
The purpose of this study was to analyze effects of various factors affected spectators' enlargement at professional basketball games, and to understand spectators' character.
A second purpose of this study was to present the data to set up marketing strategy at professional sports,
Results of hypothesis testing indicated the following:
Professional basketball involvement, behavior loyalty had showed correlations with game situation, stadium facilities, public relation, game schedule, and fan service factor, and attitudinal loyalty had showed correlations all factor except spectators' control.
Team identification had showed correlations game situations, stadium facilities, public relation, food service, and fan service factors, and intention to repurchasing had showed game situations, stadium facilities, and public relation factors.
Behavior loyalty, attitudinal loyalty, team identification, and intention to repurchasing were affected positively by professional basketball involvement. These results were directly shown that to develop professional basketball and to extend of spectators' inducement, by stages, and systematically, the efforts to heighten involvement should be required.
Team identification and re-spectating intention Team loyalty were affected by team loyalty, especially, behavior loyalty was more effected to re-spectating intention than attitudinal loyalty.
Accordingly, behavior loyalty directly had relation with team identification and re-spectating intention, and to intention of re-spectating, the factors affected by behavior loyalty should understood.
Behavior loyalty was affected by game situation, stadium facilities, public relation, game schedule, ticket sale, and fan service factor. Among these factors, game situation, stadium facilities, and fan service factors were showed high extent of influence.
The intention of re-spectating was affected by game situation, stadium facilities, public relation, game schedule, ticket sale factor. About ticket sales, recently spectators were using various ticket purchase routes. But most spectators purchased at a ticket office, so, more convenient ticket office should be set up and managed.
Through above these results, the strategies to develop of domestic professional basketball would be presented as follows;
Professional basketball league and team should continuously act public relation at various methods, and that is act concepts of form an set around professional basketball spectators.
The action of the stadium facilities on a game watching was showed very high degree. Accordingly, sports marketer should be managed stadium facilities, and in detail, toilets, stairs, and lobby should be cleaned and managed.
About ticket sales, sports marketer can control as various situations. Sport marketer used an apt method as the ticket purchase route, price of ticket, and season ticket, and a group ticket.
Lastly, professional basketball league and teams should develop an effective community relation programs. Through these programs, professional basketball teams bring various benefits and effects of image reform.
To collect professional basketball fans, first of all, teams should bringing up and scout for talented player, and make star player. And, sports markets should offer various spectate opportunities, events, the book of public relation, and the information of the player and team actions.

목차 (Table of Contents)

• Abstract = ⅰ
• 목차 = ⅴ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구 목적 = 5
• 3. 연구가설 = 6
• 4. 용어의 정의 = 7
• 5. 연구의 제한점 = 9
• Ⅱ. 이론적 배경 = 12
• 1. 스포츠 팬 = 12
• 2. 스포츠 관여도 = 13
• 3. 관람유인요인 = 16
• 4. 팀 충성도 = 20
• 5. 팀 동일시 = 25
• Ⅲ. 연구방법 = 30
• 1. 연구대상 = 30
• 2. 측정도구 = 30
• 3. 연구설계 = 36
• 4. 조사절차 및 자료처리 = 38
• Ⅳ. 연구결과 = 39
• 1. 프로농구의 관여도, 관람유인요인, 팀충성도, 팀동일시, 재관람의사와의 상관관계 = 39
• 2. 프로농구관여도, 팀충성도, 팀동일시, 재관람의사와의 상관관계 = 40
• 3. 프로농구관여도가 팀충성도, 팀동일시, 재관람의사에 미치는 영향 = 41
• 1) 프로농구관여도가 행동적충성도에 미치는 영향 = 41
• 2) 프로농구관여도가 태도적충성도에 미치는 영향 = 42
• 3) 프로농구관여도가 팀 동일시에 미치는 영향 = 42
• 4) 프로농구관여도가 재관람의사에 미치는 영향 = 43
• 4. 팀충성도가 팀동일시 및 재관람의사에 미치는 영향 = 43
• 1) 팀충성도가 팀동일시에 미치는 영향 = 43
• 2) 팀 충성도가 재관람의사에 미치는 영향 = 44
• 5. 팀동일시가 재관람의사에 미치는 영향 = 45
• 6. 관람유인요인이 팀충성도, 팀동일시, 재관람의사에 미치는 영향 = 45
• 1) 관람유인요인이 행동적충성도에 미치는 영향 = 45
• 2) 관람유인요인이 태도적충성도에 미치는 영향 = 46
• 3) 관람유인요인이 팀동일시에 미치는 영향 = 47
• 4) 관람유인요인이 재관람의사에 미치는 영향 = 48
• 7. 경기관람요인에 따른 경로모형 = 49
• 1) 경기상황요인에 따른 경로모형 = 49
• 2) 경기장시설요인에 따른 경로모형 = 51
• 3) 홍보요인에 따른 경로모형 = 53
• 4) 경기일정요인에 따른 경로모형 = 55
• 5) 음식서비스요인에 따른 경로모형 = 57
• 6) 입장권 요인에 따른 경로모형 = 59
• 7) 팬서비스요인에 따른 경로모형 = 61
• 8) 관중통제요인에 따른 경로모형 = 63
• 8. 재관람의사에 대한 소비행동 특성의 x^(2) 검정 및 대응분석 = 65
• 1) 재관람의사에 대한 평균지출비용의 x^(2) 검정 및 대응분석 = 65
• 2) 재관람의사에 대한 입장권구입경로의 x^(2) 검정 및 대응분석 = 66
• 3) 재관람의사에 대한 연령의 x^(2) 검정 및 대응분석 = 67
• 4) 재관람의사에 대한 학력의 x^(2) 검정 및 대응분석 = 69
• 5) 재관람의사에 대한 직업의 x^(2) 검정 및 대응분석 = 70
• 6) 재관람의사에 대한 경기장의 x^(2) 검정 및 대응분석 = 71
• 7) 재관람의사에 대한 가정수입의 x^(2) 검정 및 대응분석 = 73
• Ⅴ. 논의 = 76
• 1. 프로농구관여도와 팀충성도, 팀동일시, 재관람의사와의 관계 = 76
• 2. 관람유인요인과 팀충성도, 팀동일시, 재관람의사와의 관계 = 78
• 3. 팀충성도와 팀동일시, 재관람의사의 관계 = 83
• Ⅵ. 결론 및 제언 = 85
• 1. 결론 = 85
• 2. 제언 = 87
• 참고 문헌 = 92
• 부록 = 110