DOI QR코드

DOI QR Code

프로야구 팬의 팀 동일시에 영향을 미치는 요인에 관한 연구: 응원시작 연령의 효과를 중심으로

A Study on the Determinants of Fans' Team Identification in KBO League : Focused on the Effects of Kids Marketing

  • 투고 : 2015.12.09
  • 심사 : 2016.01.05
  • 발행 : 2016.01.31

초록

본 연구의 목적은 국내 프로야구 팬들이 갖는 팀 동일시에 영향을 미치는 요인을 개인 요인, 경기 요인, 경기외적 요인으로 구분하여 종합적으로 분석하는 것이다. 이를 위해 2015년 9월 중 수도권 및 지방에 소재한 3개 야구장을 방문하여 편의표본추출법에 의해 총 297부의 설문지를 수집하였으며, 다중회귀분석을 통하여 구체적인 영향력을 파악하였다. 본 연구에서 가장 관심을 갖는 것은 개인 요인으로, 특정 팀에 대한 응원을 시작한 시기가 유소년기 이전일 경우 팀 동일시에 더욱 강한 영향을 미칠 것이라는 가설을 검증하였다. 그 밖에 세 개의 경기 요인과 네 개의 경기외적 요인을 설정하고 응원시작연령과 경기 요인들 간, 그리고 응원시작연령과 경기외적 요인들 간의 교호효과를 분석하였다. 이를 통해 매우 흥미로운 결과가 도출되었는데, 유소년 기에 응원을 시작한 팬들이 그렇지 않은 팬들에 비해 확연하게 강한 팀 동일시 정도를 나타낸다는 것이다. 또한 이 경우 선수 요인이 팀 동일시에 미치는 긍정적 영향을 더욱 강화하는 것으로 밝혀져, 교호효과 역시 일부 존재하는 것으로 분석되었다. 경기 요인과 경기외적 요인 중에서는 선수, 판촉 및 팬 서비스, 가격, 연고지 요인이 팀 동일시에 긍정적인 영향을 미치는 것으로 분석되었다. 본 연구는 기존에 거의 시도되지 않았던 스포츠 산업에서의 아동마케팅의 효과를 실증 분석함으로써 이론적 발전에 기여함은 물론 프로구단으로 하여금 보다 강력한 유소년 마케팅 정책을 펼치도록 하는데 도움을 주는 전략적 시사점을 제공했다는 데에서 의의를 찾을 수 있다.

This study examined the factors affecting the team identification of professional baseball fans. The factors were divided into the fan factor, game factors, and other factors. For the analysis, two investigators visited stadium three times in total and a total number of 297 spectators were sampled using a convenience sampling method from three baseball teams. For the fan factor, a fan who began supporting his/her team from childhood or after childhood was used as a dummy variable. The interaction effects between the fan factor and other variables were investigated to offer a stereoscopic understanding about the role of kids marketing. In addition, three game factors and four non-game factors were analyzed. The results regarding fan variable and interaction effects were obtained. Fans from their childhood have much stronger team identification, and show interaction effects with the players. Regression analysis revealed player, promotion and fan service, price, and regional connection to have positive relations with team identification. This study is especially meaningful in a sense that it has proposed positive results regarding marketing to children, and the results will contribute to both the academic field and the industry.

키워드

참고문헌

  1. Y. R. Kim, T. H. Lim, Y. S. Lee, "The Effect of Integrated Marketing Communication Activities on Professional Football Club Image and Loyalty", The Korean Journal of Physical Education, Vol.53, No.2, pp. 337-345, 2014.
  2. J. K. Kim, K. M. Cho, "The Effects of Marketing Mix Factors on Team Loyalty of Pro-Soccer Spectators", Korean Journal of Sport Management, Vol.7, No.2, pp. 113-126. 2003.
  3. J. K. Kim, H. M. Kang, "The Causal Relationship among Brand Attribute, Brand Benefit and Brand Loyalty of Professional Baseball Teams", The Korean Journal of Physical Education, Vol.52, No.3. pp. 197-211, 2013.
  4. S. P. Hong, S. B. Son, "Analysis of Professional Baseball Spectator's Team Allegiance Development Process Model", Korean Journal of Sport Management, Vol.15, No.6, pp. 83-96, 2010.
  5. C. B. Kong, J. J. Nam, "Relationship among Spectating Factor, Loyalty, and Revisit Intention in Spectators of Professional Baseball", The Korea Journal of Sports Science, Vol.21, No.1, pp. 405-416, 2012.
  6. O. Y. Cho, K. M. Cho, J. M. Jung, "The Analysis of Decisive Factors for the Game Spectation Which Affect to the Degree of Pro-baseball Female Fans' Loyalty for Their Team", Journal of Sport and Leisure Studies, Vol.30, pp. 361-370, 2007.
  7. J. M. Kim, "A Plan for Activating Professional Football Based on Comparative Analysis of Product Attributes Satisfaction and Loyalty Effect Factor in Professional Baseball and Football", Korean Journal of Sport Management, Vol.15, No.4, pp. 39-50, 2010.
  8. M. S. Sul, D. Y. Park, T. S. Yoon, "Influential Relationship of Service Quality in Professional Baseball Stadium upon Spectating Satisfaction, Loyalty and Word-of-mouth Intention", Journal of Sport and Leisure Studies, Vol.49, pp. 231-244, 2012.
  9. J. D. James, R. H. Kolbe, G. T. Trail, "Psychological Connection to a New Sport Team: Building or Maintaining the Consumer Base", Sport Marketing Quarterly, Vol.11, No.4, pp. 215-225, 2002.
  10. J. P. Yu, Y. G. Suh, Y. K. Suh, "The Effects on Brand Customer Satisfaction, Loyalty and Self-identification by Brand Personality in Airline Services", Korean Journal of Tourism Research, Vol.23, No.4, pp. 419-438, 2009.
  11. M. R. Real, R. A. Mechikoff, "Deep Fan: Mythic Identification, Technology, and Advertising in Spectator Sports", Sociology of Sport Journal, Vol.9, pp. 323-339, 1992. https://doi.org/10.1123/ssj.9.4.323
  12. M. J. Kwon, C. S. Jun, J. M. Kim, "The Influence of Professional Baseball Team and Player Image on Team Identification and Loyalty", The Korea Journal of Sports Science, Vol.19, No.3, pp. 777-787, 2010.
  13. J. S. Eo, D. S. Park, "The Effect of Product Attribute of Professional Baseball on Team Identification and Team Loyalty", The Korea Journal of Sports Science, Vol.18, No.3, pp. 633-642, 2009.
  14. D. Y. Park, "Influences of Professional Baseball Club's Service Quality on Team Equation, Loyalty, and Audience's Intention", Journal of Sport and Leisure Studies, Vol.50, pp. 189-201, 2012.
  15. D. C. Funk, J. D. James, "Consumer Loyalty: The Meaning of Attachment in the Development of Sport Team Allegiance", Journal of Sport Management, Vol.20, No.2, pp. 189-217, 2006. https://doi.org/10.1123/jsm.20.2.189
  16. M. J. Kwon, "The Effect of Professional Baseball Team and Player Image about Team Identification, Loyalty", Journal of Sport Science, Vol.20, pp. 1-18, 2008.
  17. Y. M. Kim, J. H. Jung, S. Y. Kim, "The Effect of the Perceived Team Attribute on Team Satisfaction and Team Loyalty of Professional Baseball Spectator", The Korean Journal of Physical Education, Vol.49, No.5, pp. 199-211, 2010.
  18. J. K. Kim, D. H. Kim, "The Relationship of Professional Baseball Cheering Satisfaction, Team Loyalty and Revisiting the Game", The Korean Journal of Physical Education, Vol.49, No.6, pp. 375-384, 2010.
  19. B. S. Ann, S. Y. Choi, "The Effect Study of Marketing PR in Kids Market to Children's Purchasing Type", The Korean Journal of Advertising and Public Relations, Vol.12, No.2, pp. 143-181, 2010.
  20. K. C. Lee, Consumer Pedagogy, Gyomoon Publishers, 1988.
  21. J. S. Won, "A Study on Kids Fashion Marketing Strategies by the Child Development : Focused on Buying Involvement of Parents and Child", Unpublished Master's Dissertation, Ewha Womans University, 2008.
  22. J. U. McNeal, Kids as Customers, Jossey-Bass Inc. Publishers, 1992.
  23. K. S. Sung, "The Effect of Advertisement on Purchasing Behavior of Student in Elementary School", Unpublished Master's Dissertation, Seoul National University of Education, 2003.
  24. J. H. Shin, "The Relationship between Marketing Strategy for Kids and Recognition Levels of Sport Brands", Unpublished Master's Dissertation, Korea National Sport University, 2007.
  25. M. K. Jung, E. S. Moon, S. H. Part, S. H. Park, J. H. Lee, S. Y. Choi, Psychology, Yangseowon Publishers, 2009.
  26. H. J. Shin, B. A. Kim, Psychology, Sigma Press, 2015(Translation). / D. G. Myers, C. N. De Wall, Psychology(11th ed.).
  27. Y. G. Seo, I.D.E.A, Myungjin Publishers, 2010.
  28. I. J. Kim, C. H. Kim, J. M. Kim, S. H. Bae, "The Influence of Team Loyalty on the Professional Baseball Team Marketing Mix", Korean Journal of Sport Management, Vol.9, No.4, pp. 123-134, 2004.
  29. J. Chang, S. Y. Park, "The Influence of Team Loyalty on the Professional Soccer Team Marketing Mix", Journal of Sport and Leisure Studies, Vol.29, pp. 189-196, 2007.
  30. K. S. Han, J. P. Ha, J. H. Ha, "The Influence of Marketing Mix Factor of Professional Baseball Franchise on Spectator Satisfaction, Team Loyalty, and Intention to Attend Games", Journal of Sport and Leisure Studies, Vol.47, pp. 199-211, 2012.
  31. A. R. Kim, "An Influence of Pro-Baseball Teams' Marketing Communication on Spectator Satisfaction, Loyalty, and Purchase Intentions of Licensed Products", The Korea Journal of Sports Science, Vol.21, No.5, pp. 847-862, 2012.
  32. P. Kotler, Marketing Management(5th ed.). NJ: Prentice Hall, 1984.
  33. J. Kallmeyer, R. Abratt, "Perceptions of IMC and Organizational Change among Agencyes in South Africa", International Journal of Advertising, Vol.20, No.3, pp. 361-380, 2001. DOI: http://dx.doi.org/10.1080/02650487.2001.11104898
  34. S. J. Yoon, J. W. Han, J. S. Yoo, "The Impact of Professional Baseball Team Brand Association on Team Loyalty: Moderating Role of Team Identification", The Korea Journal of Sports Science, Vol.22, No.1, pp. 515-529, 2013.
  35. J. W. Kim, S. H. Shin, "The Structural Relationship among Professional Sports Team's Brand Equity, Team Identification and Team Loyalty: Focused on Professional Football and Professional Baseball", The Korean Journal of Physical Education, Vol.53, No.2, pp. 293-308, 2014.
  36. J. M. Gladden, G. R. Milne, W. A. Sutton, "A Conceptual Framework for Assessing Brand Equity in Division I College Athletics", Journal of Sport Management, Vol.12, No.1, pp. 1-19, 1998. https://doi.org/10.1123/jsm.12.1.1
  37. J. M. Gladden, R. L. Irwin, W. A. Sutton, "Managing North American Major Professional Sport Teams in the New Millennium : A Focus on Building Brand Equity", Journal of Sports Management, Vol.15, No.4, pp.297-317, 2001. https://doi.org/10.1123/jsm.15.4.297
  38. D. A. Aaker, Managing Brand Equity: Capitalizing on the Value of Brand Name, New York: The Free Press, 1991.
  39. S. I. Lee, H. J. Lee, I S Hwang, "An Analysis of the Effect of Sport Sponsorship through the Recognition of the Title Sponsor and Image Congruence in Pro-league of Volleyball", Korean Journal of Sport Management, Vol.15, No.3, pp.49-62, 2010.
  40. J. M. Gladden, D. C. Funk, "Developing on Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport", Journal of Sport Management, Vol.16, No.1, pp. 54-81, 2002. https://doi.org/10.1123/jsm.16.1.54
  41. S. E. Hong, "The Influence of Team Loyalty on the Professional Football Club Seoul's Spectate Attraction Factors", Journal of Sport and Leisure Studies, Vol.27, pp. 121-131, 2006.
  42. Y. J. Han, H. W. Kang, "The Effect of Audience Factors for Professional Basketball Games Attendance on Consumer Behavior and Re-spectating", Korean Society for Wellness, Vol.7, No.3, pp. 73-83. 2012.
  43. Y. M. Kim, H. R. Kim, K. S. Lee, "The Effect of Factors Affecting Game Attendance on Fan Loyalty in Professional Baseball League", The Korean Journal of Physical Education, Vol.45, No.6, pp. 469-481, 2006.
  44. C. Fornell, "A National Customer Satisfaction Barometer: The Swedish Experience", Journal of Marketing, Vol.55(January), pp. 1-21, 1992. DOI: http://dx.doi.org/10.2307/1252129
  45. S. H. Kim, "The Effect of Pro-football Clubs' Service Quality on Viewing Satisfaction, Team Loyalty and Re-viewing Intentions", Journal of the Korea Entertainment Industry Association, Vol.8, No.4, pp. 127-138, 2014. https://doi.org/10.21184/jkeia.2014.12.8.4.127
  46. Y. M. Kim, J. Hur, K. S. Lee, "The Effect of Service Quality, Brand Personality of Professional Baseball on Trust and Service Loyalty", Korean Journal of Sport Management, Vol.12, No.4, pp. 01-13, 2007.
  47. K. T. Yim, S. H. Lee, "An Analysis of Relationship among Spectator Satisfaction, Team Loyalty and Service Quality of Professional Baseball", Journal of Korea Entertainment Industry Association, Vol.6, No.3, pp. 190-199, 2012. https://doi.org/10.21184/jkeia.2012.09.6.3.190
  48. S. K. Kim, "The Impact of Celebrity Endorser's Characteristics on Children's Brand Attitude", Unpublished Doctoral Dissertation, Chungang University, 2002.
  49. S. D. Ross, "A Conceptual Framework for Understanding Spectator-based Brand Equity", Journal of Sport Management, Vol.20, No.1, pp. 22-38, 2006. https://doi.org/10.1123/jsm.20.1.22
  50. H. Gibson, C. Williming, A. Holdnak, "We're Gators not Just Galtor Fans", Journal of Leisure Research, Vol.34, pp. 397-425, 2002. https://doi.org/10.1080/00222216.2002.11949979