씨름경기장의 마케팅믹스 5C’s에 따른 이미지가 지속관람의도에 미치는 영향 = Effects of the image of Ssireum Stadium's marketing mix 5C's on the intention to continue viewing

다국어 초록 (Multilingual Abstract)

Effects of the image of Ssireum Stadium's marketing mix 5C's on the intention to continue viewing Choi soung hyunk Advisor : Prof. Beak, Seoung-Heon Major in Graduate School of Education, Chosun University This study aims to examine the impact of the marketing mix 5C's (Convenience, Cost, Communication, Safety, and Content) of Ssireum stadium service environments on spectators' overall image, social image, personal emotions, and their continuous viewing intention. The research was conducted during the 2024 Chuseok Jangsa Ssireum Championship, held from September 12 to September 18 in Goseong-gun, Gyeongsangnam-do. The participants included officials, coaches, athletes, and spectators, and out of 280 questionnaires collected, 270 valid responses were analyzed. To achieve the research objectives, frequency analysis, independent t-test, one-way ANOVA, exploratory factor analysis, confirmatory factor analysis, reliability analysis (Cronbach’s α), correlation analysis, and structural equation modeling (SEM) were employed. The study yielded the following results: First, demographic differences showed that individuals in their 30s perceived convenience as significant, while older age groups showed a higher level of personal emotions. Regarding participation type, officials emphasized Communication, Safety, and Content, while spectators and parents prioritized Cost and Convenience. All groups recognized overall image, social image, and personal emotions as key factors. Second, among the 5C's, Convenience, Communication, and Content significantly influenced all sub-dimensions of image (overall image, social image, and personal emotions). Lastly, overall image and personal emotions were identified as the most critical determinants of continuous viewing intention. These findings suggest that enhancing service environment factors such as accessibility, communication platforms, and engaging content is vital for encouraging revisit intentions. While the impact of Cost and Safety was statistically insignificant, this may be attributed to Ssireum's free admission policy and minimal safety concerns compared to other sports. Further research is needed to explore these aspects in different contexts. Practical implications include improving spectators' emotional experiences through interactive events, athlete-fan communication, and immersive fan engagement programs. Additionally, strategies for the globalization and modernization of Ssireum, such as AR/VR technology integration, dynamic storytelling, and the introduction of diverse weight classes, are essential for sustainable growth. This study contributes to understanding the unique service environment of Ssireum, offering insights to enhance spectator satisfaction and promote continuous participation.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 3
• 3. 연구 모형 4
• 4. 연구 가설 5
• 5. 용어의 정의 7
• 6. 연구의 제한점 7
• Ⅱ. 이론적 배경 8
• 1. 씨름의 발전배경 8
• 2. 마케팅믹스 5C’s 모델 10
• 3. 스포츠 이벤트의 이미지와 지속관람의도 13
• Ⅲ. 연구 방법 14
• 1. 연구 대상 14
• 2. 설문지 구성 15
• 3. 설문지의 타당도 및 신뢰도 검증 16
• 3-1. 탐색적 요인분석 16
• 3-2. 확인적 요인분석 20
• 3-3. 전체 확인적 요인분석 24
• 4. 자료처리방법 27
• Ⅳ. 연구 결과 28
• 1. 상관관계 분석 28
• 2. 인구통계학적 특성에 따른 마케팅 5C's와 이미지의 차이 29
• 3. 씨름 경기 참여자의 마케팅 5C's, 이미지, 지속관람 의도에 대한 구조모형 41
• Ⅴ. 논 의 44
• Ⅵ. 결론 및 제언 48
• 1. 결론 48
• 2. 제언 51
• 참고문헌 52
• 부록 55