프로농구 팬의 소비행동 결정요인이 팀 충성도 및 재관람 의사에 미치는 영향분석_박사학위논문

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects of factors related to consumption behavior of professional basketball home spectators on team royalty and intention of revisiting the game to activate professional sports. Namely, this study was to present basic data which can utilize in marketing strategy for team by examining effects of team royalty and intention of revisiting the game according to team rank and factors related to game viewing of each team.1712 subjects who directly spectated their home game(2004-2005 regular season game of Korea Professional basketball in weekend game or holiday game since the middle season) were selected using convenience sampling method, finally 1291 data were collected in this study except data which didn''t or trustless respond. Data was collected through questionnaires.Data was analyzed through SPSS 12.0 Version and AMOS 5.0. frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, independent sample t-test, one-way ANOVA, multiple regression analysis, and path analysis was performed. The level of significance was set up .05. The results of this study based on this procedures and method are as follows.Firstly, in regard of game spectator decision factor by demographic variable, gender had significantly difference in stadium factor, service factor, and price factor. Age had significantly difference in stadium factor, player factor, team factor, service factor, and price factor. Academic career had significantly difference in team factor and service factor. Spectating frequency had significantly difference in stadium factor, player factor, team factor. Lastly, Marriage yes or no had significantly difference in team factor, and price factor.Secondly, in regard of game spectator decision factor by team rank, team rank had significantly difference in stadium factor, player factor, and price factor.Thirdly, in analysis effects of game spectator decision factor of each team on intention of revisiting the game, Daegu Orions in service factor, Anyang SBS in player factor, Busan KTF in player factor, Seoul Sk in team factor, Changwon LG in team factor and service factor, Inchon Etland in player factor, Ulsan Mobils in stadium factor and team factor, Wonju TG in team factor, and Jeonju KCC in player factor had significantly difference in intention of revisiting the game.Fourthly, in analysis on effects of game spectator decision factor on sports fan behavior, behavioral royalty, and attitudinal royalty, stadium factor had positive effect on spectation duration factor, spectation satisfaction factor, and behavioral royalty. Team factor had positive effect on team support, spectation duration factor, spectation satisfaction factor, behavioral royalty, and attitudinal royalty. Service factor had positive effect on spectation duration factor, team support, satisfaction factor, and attitudinal royalty. Mediating variable team support factor had positive effect on behavioral royalty, and attitudinal royalty and spectation duration factor had positive effect on behavioral royalty, and attitudinal royalty.Fifthly, in analysis on effects of game spectator decision factor on sports fan behavior and intention of revisiting the game in high rank team, stadium factor had positive effect on spectation duration factor, spectation satisfaction factor, and behavioral royalty. Player factor had positive effect on team support, spectation duration factor, and intention of revisiting the game. Team factor had positive effect on team support, spectation duration factor and service factor had positive effect on spectation duration factor, spectation satisfaction factor, and attitudinal royalty. Mediating variable team support factor had positive effect on intention of revisiting the game and spectation duration factor had positive effect on intention of revisiting the game.In middle rank team, stadium factor had positive effect on spectation satisfaction factor. Player factor had positive effect on spectation duration factor. Team factor had positive effect on team support, spectation duration factor, spectation satisfaction factor, and intention of revisiting the game. Service factor had positive effect on spectation duration factor, spectation satisfaction factor, and team support. Mediating variable spectation duration factor had positive effect on intention of revisiting the game and team support had positive effect on intention of revisiting the game.In low rank team, stadium factor had positive effect on team support, spectation duration factor, and spectation satisfaction factor. Player factor had positive effect on spectation duration factor, spectation satisfaction factor, and intention of revisiting the game. Team factor had positive effect on team support factor. Service factor had positive effect on spectation duration factor, spectation satisfaction factor. Mediating variable team support had positive effect on intention of revisiting the game.

<출처: RISS,
http://www.riss.kr/link?id=T10011566>

국문 초록 (Abstract)

학위논문(박사)-- 연세대학교 대학원 : 사회체육학과 2005.8

국문 초록 (Abstract)

본 연구의 목적은 우리나라 프로스포츠 활성화를 위한 하나의 방안으로써 프로농구 홈팀 관람자의 소비행동 결정요인이 팀 충성도 및 재관람 의사에 어떠한 영향을 미치는지 규명하는 것이다. 본 연구의 대상은 2004-2005시즌 한국프로농구 정규시즌 중반이후 주말경기와 휴일경기의 직접관람자 중 홈팀 관중을 모집단으로 선정하였으며, 표본의 선정은 비확률표본추출법 중 편의추출법(convenience sampling)을 사용하여 총 10개 프로농구 홈팀 관중을 대상으로 각 구단당 180부씩, 총 1800부의 설문지를 배포하였다. 이 중 회수된 설문지는 1712부였으며, 이중, 1291부의 설문자료가 실제 분석에 사용되었다. 본 연구의 자료처리는 Window용 SPSS 12.0 Version 과 AMOS 5.0 통계패키지를 사용하였으며, 이때 모든 통계치의 유의수준은 α=.05로 설정하였으며 분석 결과는 아래와 같다.첫째, 인구통계학적 변인에 따른 경기관람 결정요인을 분석한 결과 먼저 성별에 따라서 경기장관련 요인, 서비스관련 요인, 가격관련 요인에서, 연령에 따라서 경기장관련 요인, 선수관련 요인, 팀 관련 요인, 서비스관련 요인, 가격관련 요인에서 통계적으로 유의한 차이가 나타났다. 또한 학력에 따라서 팀 관련 요인, 서비스관련 요인에서, 관람빈도에 따라서 경기장관련 요인, 선수관련 요인, 팀 관련 요인에서 통계적으로 유의한 차이가 나타났다. 마지막으로 결혼 유무에 따라서 팀 관련 요인, 가격관련 요인에서 통계적으로 유의한 차이가 나타났다.둘째, 팀 순위에 따른 경기관람 결정요인을 분석한 결과 경기장관련 요인, 선수관련 요인, 팀 관련 요인, 가격관련 요인에서 통계적으로 유의한 차이가 나타났다.셋째, 각 구단별 경기관람 결정요인이 재관람 의사에 미치는 영향 분석 결과, 대구 오리온스는 서비스관련 요인, 안양 SBS는 선수관련 요인, 부산 KTF는 선수관련 요인, 서울 SK는 팀 관련 요인, 창원 LG는 팀 관련 요인과 서비스관련 요인, 인천 전자랜드는 선수관련 요인, 울산 모비스는 경기장관련 요인과 팀 관련 요인, 원주 TG는 팀 관련 요인, 전주 KCC는 선수관련 요인에서 재관람 의사에 영향을 미치는 것으로 나타났다.넷째, 경기관람 결정요인이 스포츠 팬 행동과 행동적 충성도와 태도적 충성도에 미치는 영향 분석 결과, 경기장관련 요인은 관람지속 요인, 관람만족 요인과 선수관련 요인은 관람지속 요인, 관람만족 요인, 행동적 충성도와 유의한 정의 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지 요인, 관람지속 요인, 관람만족 요인, 행동적 충성도, 태도적 충성도와 서비스관련 요인은 관람지속 요인, 팀 지지 요인, 관람만족 요인, 태도적 충성도와 유의한 정의 영향을 미치는 것으로 나타났다.다섯째, 상위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에 미치는 영향 분석 결과, 먼저 경기장관련 요인은 관람지속 요인, 관람만족 요인과 선수관련 요인은 팀 지지 요인, 관람지속 요인, 재관람 의사와 유의한 정의 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지 요인, 관람지속 요인과 서비스관련 요인은 관람지속 요인, 관람만족 요인과 유의한 정의 영향을 미치는 것으로 나타났다. 또한 중위권 팀의 경우, 경기장관련 요인은 관람만족 요인과 선수관련 요인은 관람지속 요인과 유의한 정의 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지 요인, 관람지속 요인, 관람만족 요인, 재관람 의사와 서비스관련 요인은 관람만족 요인, 관람지속 요인, 팀 지지 요인과 유의한 정의 영향을 미치는 것으로 나타났다. 마지막으로 하위권 팀의 경우, 먼저 경기장관련 요인은 팀 지지 요인, 관람지속 요인, 관람만족 요인과 선수관련 요인은 관람지속 요인, 관람만족 요인, 재관람 의사와 유의한 정의 영향을 미치는 것으로 나타났다. 팀 관련 요인은 팀 지지 요인과 서비스관련 요인은 관람지속 요인, 관람만족 요인과 유의한 정의 영향을 미치는 것으로 나타났다.

<출처: RISS,
http://www.riss.kr/link?id=T10011566>

국문 초록 (Abstract)

본 자료는 최종결과물(결과보고서)의 원자료이다.

본 연구는 프로야구 휴먼브랜드 특성요인과 팬들의 소비행동에 영향을 미치는 요인과의 인과관계를 규명하였다. 본 자료는 충성도 관련 설문 문항 구성의 토대가 된 자료이다.

국문 초록 (Abstract)

차례 ····························································································································ⅰ
표차례 ························································································································ⅴ
그림차례 ····················································································································ⅶ
국문요약 ····················································································································ⅷ
제1장 서론 ·············································································································1
1.1연구의 필요성 ·······························································································1
1.2연구의 목적 ···································································································4
1.3연구의 범위 및 구성 ···················································································4
1.4용어의 정의 ···································································································5
1.4연구의 제한점 ·······························································································6
제2장 이론적 배경 ····························································································7
2.1스포츠 소비자 ·······························································································7
2.1.1스포츠소비 정의 ·······························································································7
2.1.2스포츠 소비자 행동연구 ···················································································9
2.1.3스포츠 소비자 구매의사결정 과정 ··································································11
2.2경기관람 결정요인 ·····················································································14
2.2.1경기장관련 요인 ·····························································································15
2.2.2팀 관련 요인 및 선수관련 요인 ·····································································15
2.2.3서비스관련 요인 ·····························································································16
2.2.4가격 관련 요인 ·······························································································17
2.3팀 충성도 ·····································································································18
2.3.1충성도(loyalty)·································································································18
2.3.2팀 충성도(team loyalty)···················································································19
2.4재관람 의사 ·································································································23
제3장 연구방법 ·································································································25
3.1연구 모형 ·····································································································25
3.2선행연구에 따른 가설 설정 ·····································································26
3.2.1인구통계학적 특성에 따른 경기관람 결정요인 차이 ········································26
3.2.2팀순위에 따른 경기관람 결정요인 차이 ···························································26
3.2.3각 팀별 경기관람 결정요인과 재관람 의사 ······················································27
3.2.4외생변인(독립변수)과 내생변인(종속변수)의 관계 및 재관람 의사와 충성도
인과 관계 ·········································································································27
3.3연구가설 ·······································································································29
3.4연구대상 ·······································································································30
3.5조사도구 ·······································································································31
3.5.1경기관람 결정요인 ··························································································31
3.5.2스포츠 팬 행동 ·································································································37
3.5.3팀 충성도 ·········································································································41
3.5.4설문지 구성 ······································································································44
3.5.5신뢰도 ··············································································································44
3.6연구절차 및 자료처리 ···············································································46
제4장 연구결과 ·································································································48
4.1프로농구 홈팀 관중들의 일반적인 특성 ···············································48
4.2인구통계학적 특성에 따른 경기관람 결정요인 차이 ·························50
4.2.1성별에 따른 경기관람 결정요인 차이분석 ······················································50
4.2.2연령에 따른 경기관람 결정요인 차이분석 ······················································51
4.2.3학력에 따른 경기관람 결정요인 차이분석 ······················································53
4.2.4관람빈도에 따른 경기관람 결정요인 차이분석 ···············································56
4.2.5결혼유무에 따른 경기관람 결정요인 차이분석 ···············································58
4.3팀 순위에 따른 경기관람 결정요인 차이 ·············································59
4.4각 구단별 경기관람결정요인이 재관람 의사에 미치는 영향분석 ···61
4.4.1각 구단별 경기관람 결정요인과 재관람 의사와의 상관관계분석 ····················61
4.4.2각 구단별 경기관람 결정요인이 재관람 의사에 미치는 영향 다중회귀분석 ···65
4.5경기관람 결정요인이 스포츠 팬 행동과 팀 충성도에 미치는 영향
경로분석 ······································································································71
4.5.1경기관람 결정요인,스포츠 팬 행동 및 팀 충성도와의 상관관계분석 ············71
4.5.2경기관람 결정요인이 스포츠팬 행동과 행동적충성도에 미치는 영향 경로
분석 ················································································································73
4.5.3경기관람 결정요인이 스포츠팬 행동과 태도적충성도에 미치는 영향 경로
분석 ··············································································································76
4.6팀 순위 별 경기관람 결정요인이 스포츠 팬 행동과 재관람 의
사에 미치는 영향 경로분석 ····································································79
4.6.1상위권 팀 경기관람 결정요인,스포츠 팬 행동 및 재관람 의사와의 상관
관계분석 ·········································································································79
4.6.2상위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에
미치는 영향 경로분석 ·····················································································81
4.6.3중위권 팀 경기관람 결정요인,스포츠 팬 행동 및 재관람 의사와의 상관
관계분석 ·········································································································83
4.6.4중위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에
미치는 영향 경로분석 ······················································································85
4.6.5하위권 팀 경기관람 결정요인,스포츠 팬 행동 및 재관람 의사와의 상관
관계분석 ·········································································································88
4.6.6하위권 팀 관중의 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에
미치는 영향 경로분석 ···················································································89
제5장 논의 및 결론 ·······················································································92
5.1논의 ···············································································································92
5.1.1프로농구 홈팀 관중의 일반적 특성에 따른 경기관람 결정요인 ······················93
5.1.2팀 순위에 따른 경기관람 결정요인 ································································95
5.1.3각 구단별 재관람 의사에 영향을 미치는 경기관람 결정요인 분석 ················95
5.1.4경기관람 결정요인이 스포츠 팬 행동과 팀 충성도에 미치는 영향 ···············100
5.1.5팀 순위별 경기관람 결정요인이 스포츠 팬 행동과 재관람 의사에 미치는
영향 ··············································································································102
5.2결론 ·············································································································104
참고문헌 ····························································································109
<부록>설문지 ·················································································121
ABSTRACT······················································································125