확장된 계획행동이론을 활용한 메이저리그(MLB) 시청의도에 관한 연구: 스포츠 팬 자민족중심주의의 역할을 중심으로 = The Role of Sport Fan Ethnocentrism in Viewing Intention of the Major League Baseball: An application of the Theory of Planned Behavior

국문 초록 (Abstract)

본 연구에서는 기존의 계획행동이론에서 제시된 태도, 주관적 규범 및 지각된 행동 통제력 외에 스포츠 팬 자민족중심주의가 포함된 확장된 계획행동이론을 설정한 후 이를 메이저리그 시청의도와의 구조적 관계를 분석하고자 한다. 이에 메이저리그를 시청한 경험이 있는 이들을 대상으로 총 238부의 설문지가 사용되었고, 자료 분석을 위해 빈도분석, 신뢰도분석, 확인적 요인분석, 상관관계분석, 구조방정식 모형분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 스포츠 팬 자민족중심주의는 심리적 태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 스포츠 팬 자민족중심주의는 시청의도에 유의미한 영향을 미치지 않는것으로 나타났다. 셋째, 태도는 시청의도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 주관적 규범은 시청의도에 유의미 한 영향을 미치지 않는 것으로 나타났다. 다섯째, 지각된 행동 통제력은 시청의도에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 스포츠 팬 자민족 중심주의와 시청의도 사이에서 태도는 완전 매개하는 것으로 나타났다. 본 연구결과를 토대로 국내 스포츠에서 스포츠 팬 자민족 중심주라는 변수의 활용과 계획행동이론을 통한 메이저리그 적용 가능성을 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate viewing intention in the context of the Major League Baseball using the theory of planned behavior as a theoretical framework. In particular, the role of sport fan ethnocentrism was also examined as an extended variable to the theory of planned behavior. In this study, data were collected from 238 Korean baseball fans who follow Major League Baseball games. Data were further analyzed using frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling techniques. The results revealed that sports fan ethnocentrism had a positive influence on attitude toward watching MLB games but had no significant influence on viewing intention. In the scope of the theory of planned behavior, attitude and perceived behavioral control affected viewing intention significantly while subjective norms towards watching MLB games had no significant influence on viewing intention. Moreover, it also found that attitude fully mediated the relationship between sport fan ethnocentrism and viewing intention. Our findings suggest a critical role of sport ethnocentrism in viewership behavior.

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