프로야구 스타선수 속성이 팀 충성도 및 재 관람 의도에 미치는 영향 = The Effect of Attribute of Professional Baseball Star Players on Team Loyalty and Desire to Re-visit of Spectator

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the effect of attribute of professional baseball star player on team loyalty and desire to re-visit of spectator. In this study, the independent variable is the attribute of professional baseball star players, the parameter is team loyalty and the dependent variable is the desire to re-visit of spectator.
In this study, the researcher conducted the survey and chose the samples based on people's willingness to answer the survey. Samples who were chosen answered the survey on the researcher's web-site. By using the convenience sampling method among Non-probability sampling methods, the researcher chose 300 final sampling among the respondents who visited the stadium to see the baseball games more than two times during 2011 Lotte card professional baseball league.
The researcher chose the self-administration method where respondents have to answer the questions on the survey directly. Sampling data is analyzed by using S PSS/PC +Version 18.0 program. This study conducted a Exploratory factor analytic technique for the validity test and Crobach's α test for the reliability.
From these analyzes, the following results were obtained:
First, attribute of professional baseball star players, such as skill, physical attractiveness and the sports nature, positively affected the team loyalty.
Second, out of attitudinal and behavioral loyalty, only the behavioral loyalty positively affected the desire to re-visit of spectator.
Third, attribute of professional baseball star players, such as skill, physical attractiveness and sports nature, positively affected the desire to re-visit of spectator.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 5
• 3. 연구모형 및 문제 6
• 4. 용어의 정의 7
• Ⅱ.이론적 배경 9
• 1. 관람 스포츠 산업 9
• 2. 프로 스포츠 11
• 3. 스포츠 스타 속성 16
• 4. 소비자 행동 22
• 5. 팀 충성도 26
• 6. 재 구매 의도 30
• Ⅲ. 연구방법 32
• 1. 연구대상 32
• 2. 조사도구 36
• 3. 설문지의 타당도와 신뢰도 38
• 4. 자료처리 41
• Ⅳ. 결과 및 논의 43
• 1. 결과 43
• 2. 논의 50
• Ⅴ. 결론 및 제언 53
• 1. 결론 53
• 2. 제언 55
• 참고문헌 56
• 부록 67