프로야구 관람동기 요인, 팀 애착도, 관람만족이 재관람의도에 미치는 인과관계 연구 = A Study on the Correlational Influence of Spectator Motivation, Team Attachment and Viewing Satisfaction with regard to Spectator Intention to Revisit Pro Baseball Games

국문 초록 (Abstract)

본 연구는 프로야구 관람 소비자에 대한 재관람의도의 중요 요인으로 관람동기 요인과 팀 애착도 그리고 관람만족을 함께 제시하여 이들과의 인과관계를 실증적으로 파악함으로써 관람자와 프로야구 구단간의 장기적인 결속의 결과인 재관람의도에 미치는 영향관계를 규명하는데 그 목적이 있다. 이러한 연구목적의 달성을 위해 부산지역 두 곳의 대학에 재학하고 있는 대학생 중 지난 시즌 직접 경기장을 방문하여 관람한 경험이 있는 282명의 관람객을 대상으로 편의표본추출방법을 이용하여 본 연구를 위한 분석을 실시하였으며, SPSS 14.0 통계 프로그램을 이용하여 요인분석, 신뢰성분석 그리고 상관분석을 실시하였고 연구모델의 구성개념간의 확인적 요인분석과 전체 모델의 인과관계를 분석하기 위해 LISREL 8.30 프로그램을 이용하여 다음과 같은 연구 분석결과를 도출하였다. 첫째, 경기상황에 대한 만족 수준이 높을수록 팀 애착도에 긍정적인 영향을 미치나, 관람만족도에는 긍정적인 영향을 미치지 않는 것으로 나타났으며. 둘째, 경기장 관람 요인의 만족 수준은 팀 애착도와 관람만족도에 긍정적인 영향을 미치지 않는 것으로 나타났으며, 셋째, 경기 관람촉진 요인의 만족 수준이 높을수록 팀 애착도에는 긍정적인 영향을 미치지 않는 것으로 나타났으나 경기 관람만족도에는 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 편의성 요인에 대한 만족 수준이 높을수록 팀 애착도와 관람만족도에 긍정적인 영향을 미치는 것으로 나타났으며, 다섯째, 팀 애착도 수준이 높을수록 관람만족도와 재관람의도에 긍정적인 영향을 미치는 것으로 나타났으며, 여섯째, 관람 소비자의 관람만족 수준이 높을수록 재관람의도에 긍정적으로 유의한 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

In an attempt to investigate what attributes quantitatively affect the degree of intent to revisit pro-baseball games by sports-viewing consumers, the present study assumed three key variants (subfactors), those being: viewing motivation, team attachment and viewing satisfaction--prior to an empirical analysis on the correlation among them, thus leading to a conceptualized understanding of consumers` revisiting intentions to develop longer and stronger ties between spectators themselves and pro-ball clubs as service providers. The significance of the study lies in its being of utility for sports marketing by ball clubs. Below are the outlined results derived from the study; First, it was found that a greater level of satisfaction in a game`s proceedings has a positive effect on team attachment, while generating little influence on spectating satisfaction with statistical significance. Second, the level of satisfaction with stadium viewing was shown to have no positive effect on team attachment or spectating satisfaction. Third, it was proven that a greater level of satisfaction with promotional settings for game enjoyment had a more positive effect on spectating satisfaction, while posing no positive relationship to team attachment. Fourth, the level of satisfaction with the convenience provided by the stadium was verified as having positive effect on team attachment and spectating satisfaction. Sixth, a higher level of spectating satisfaction for spectators was identified as having a positive effect with statistical significance on their intention to revisit games.

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