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한성은(Han, Seong-Eun),한진욱(Han, Jin-Wook),윤지인(Yoon, Jee-In) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.70
The purpose of this study is to investigate a mediating effect of team image and relationship quality between IMC activities of professional sport team and spectator intention to visit a game. To accomplish the purpose of the study, a total of 300 spectators who visit the Suwon kt wiz park were conveniently selected and responded to a survey questionnaire. 272 usable data were utilized in the data analysis procedure. Data were analyzed using frequency analysis, confirmatory factor analysis, reliabitliy analysis, descriptive analysis, correlation analysis and structural equation model. The results of the study indicaetd that there were partial mediating effects of team image and relationship quality on the relation between IMC activity and spectator intention to visit a game. Discussion and additional implications are also suggested.