프로야구구단의 구단-팬관계성이 구단동일시, 플로우 및 구단이미지에 미치는 영향 - Z세대를 대상으로

다국어 초록 (Multilingual Abstract)

In a situation where financial independence is difficult in domestic professional baseball despite its external growth, it is becoming important to form a strategic relationship with Generation Z, the main audience. This study empirically analyzed the effect of the club-fan relationship on the team image through fan identification and flow experience, centering on Gen Z professional baseball fans. Based on the organization-public relationship theory, four key factors were established: trust, satisfaction, commitment, and mutual control, and AMOS 25.0 was used to verify the psychological path of fans by using a structural equation model. As a result of the study, it was found that the club-fan relationship had a significant positive(+) effect on the club identification, and the flow on the image affected the image. In addition, through indirect effect analysis, the components of the club-fan relationship influenced the club identification rather than through flow. This study is significant in that it expanded and explained the organization-public relationship to the sports field.