인문사회 : 프로농구구단의 웹사이트 이용동기와 웹사이트이미지, 팀동일시, 팀감정 및 관람의도와의 구조적 관계 = Structural Relationship among Motives of Web-usage, Website Image, Team Identification, Team Emotion and Viewing Intention for Professional Basketball Team

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the structural relationship among the motives of web-usage, website image, team identification, team emotion, and viewing intention for a professional basketball team website. This study set up 400 spectators above senior high school age who have team web-usage experience among the home spectators for professional basketball teams as its subjects. As for samples, this study used convenient sampling method and let them draw up a survey questionnaire using a self-administration method. After collecting a total of 400 copies, this study used 388 copies as final effective samples except for 12 copies judged to be inappropriate. As for data processing, this study verified each hypotheses after identifying goodness of fit for a hypothesized model using SPSSWIN Ver. 15.0 and AMOS 7.0. The results were as follows. First, web-usage motives was found to partially have an effect on website image. Second, website image was found to have positive effect on team identification. Third, website image was found to have positive effect on team emotion. Fourth, team identification were found to have positive effect on a team emotion. Fifth, team identification was found to have positive effect on viewing intention. Team emotion was found to have an affirmative effect on viewing intention.