Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The moderating effect of factors related to spectator attendance on the relationship between professional baseball spectators' viewing satisfaction and their revisit

프로야구 관중의 관람만족과 재관람의도 관계에서 관람결정요인의 조절효과 분석 연구

  • Young-sam Lim (Sports Industry, Joongwon University)
  • 임영삼 (중원대학교 스포츠산업학과)
  • Received : 2024.07.15
  • Accepted : 2024.08.21
  • Published : 2024.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigated the moderating effect of factors related to spectator attendance on the relationship between professional baseball spectators' viewing satisfaction and their revisit. The analysis focused on spectators who visited and watched games at professional baseball stadiums. A survey was conducted with a total of 457 participants from May 20 to June 25, 2024. Data analysis was performed using the SPSS 26.0 statistical program, including frequency analysis, exploratory factor analysis, reliability analysis, simple regression analysis, and moderating effect analysis. The results of the analysis revealed that viewing satisfaction positively influences revisit. Furthermore, stadium place, product, price, and promotion, which are factors related to spectator attendance, were found to positively moderate the relationship between viewing satisfaction and revisit. In conclusion, it is suggested that well-managed factors related to spectator attendance, such as professional baseball stadium place, product, price, and promotions, enhance viewing satisfaction and revisit intention, thereby contribute to the growth of professional baseball spectator.

본 연구는 프로야구 관중의 관람만족이 재관람의도에 미치는 영향 관계에서 관람결정요인의 조절효과를 규명하였다. 분석 대상은 프로야구 경기장에 직접 방문하여 관람한 관중을 모집단으로 선정하였으며, 2024년 5월 20일 ~ 6월 25일까지 총 457명에게 설문조사를 수행하였다. 자료 분석은 SPSS 26.0 통계프로그램을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 단순회귀분석, 조절효과 분석을 실시하였다. 분석 결과, 첫째, 관람만족은 재관람의도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 관람만족과 재관람의도 관계에서 관람결정요인인 경기장 시설, 경기력, 가격, 촉진요인 모두 정적인 조절효과가 있는 것으로 확인되었다. 이러한 결과는 프로야구 경기장 시설, 경기력, 가격, 촉진 등의 관람결정요인이 관람만족과 재관람의도 관계를 높여주는 역할을 한다는 의미로써 관람결정요인에 대한 운영과 관리가 잘 이루어진다면 프로야구 관중 증대에 영향을 미칠 것이다.

Keywords

References

  1. H. W. Kim, "The relationship between the determinants of game viewing and team identification, team loyalty, and consumption behavior among professional soccer spectators", [Unpublished doctoral thesis], Myongji University, (2009).
  2. Marcum, J. P., & Greenstein, T. N, "Factors affecting attendance of major league baseball: I. team performance". Review of Sport and Leisure, Vol 6, pp.21-33, (1981).
  3. Marcum, J. P., & Greenstein, T. N, "Factors affecting attendance of major league baseball: II. A within-season analysis". Sociology of Sport Journal, Vol 2, pp.314-322, (1985). https://doi.org/10.1123/ssj.2.4.314
  4. Hansen. H.. & Gauthier, R, "Factors affecting attendance at professional sport events". Journal of Sport Management, Vol. 3, No 2, pp.15-32, (1989). https://doi.org/10.1123/jsm.3.1.15
  5. Hansen. H.. & Gauthier, R, "Marketing objectives of professional and university sport organizations". Journal of Sport Management, Vol 6, No 1, pp.27-37, (1992). https://doi.org/10.1123/jsm.6.1.27
  6. Bitner, M. J, "Servicescapes: The impact of physical surroundings on customers and employees". Journal of Marketing, Vol 56, pp.57-71, (1992). https://doi.org/10.1177/002224299205600205
  7. Wakefield, K. L., & Sloan, H. J, "The effect of team loyalty and selected stadium factors on spectator attendance". Journal of sport management, Vol 9, No 2, pp.153-172, (1995).
  8. Laverie, D. A., & Arnett, D. B, "Factors affecting fan attendance: The influence of identity salience and satisfaction". Journal of Leisure Research, Vol 32, No 2, pp.225-246,
  9. Fallahi, A., Asadi, H., & Khabiri, M, "The comparison of the importance of the factors affecting spectators' attendance in football matches in iranian professional league within age groups". World Journal of Sport Sciences, Vol 4, No 2, pp.159-165, (2011).
  10. S. T. Baek, K. M Cho, and K. Y. Lee, "Relationship between professional baseball spectators' viewing decision factors and re-watching intention". The Korean Journal of Sports Industry Management, Vol. 10, No. 2, pp.127-138, (2005).
  11. W. Y. Baek, J. H. Lee, "A study on the consumption propensity, determinants of game viewing, and satisfaction of professional baseball spectators", The Korean Journal of Sports Science, Vol. 21, No. 1, pp.497-509, (2012).
  12. J. H. Lee, I. G. Yoon, "A causal relationship analysis of professional baseball spectators' viewing decision factors, viewing satisfaction, and re-watching intention according to gender". Journal of Korean Society of Physical Education, Vol. 48, pp.205-216, (2012).
  13. J. K. Jeong, B. S. Park, "The relationship between K-League Classic visitors' viewing decision factors, loyalty, brand image, and post-viewing behavior". Journal of the Korean Entertainment Industry Association, Vol. 8, No. 1, pp.105-116, (2014). https://doi.drg/10.21184/jkeia.2014.03.8.1.105
  14. W. Y. Jang, D.Y. Won, "A study on the determinants of watching professional soccer games", Korean Journal of Sports Industry Management, Vol. 21, No. 2, pp.69-86.
  15. J. H. Lee, "The impact of college students' decision-making factors for watching professional soccer games on perceived service value, viewing satisfaction, and behavioral intention". The Korean Sports Association, vol. 19, No. 4, pp.223-234, (2012). https://doi.org/10.46669/kss.2021.19.4.021
  16. E. C. Hong, K. M. Jo, Kim S. Y, "Determining factors for watching games that affect college students' intention to watch professional basketball". Korean Journal of Sports Industry Management, Vol. 9, No. 2, pp.17-29, (2004).
  17. S. I. Park, "The impact of decision factors for watching games for each professional basketball team on intention to re-watch". Journal of the Korean Society of Physical Education, Vol. 45, No. 3, pp.365-377, (2006).
  18. H. S. Seung, C. S Jeon, S. Y. Kim, H. W. Kim, W. Kim, "The impact of professional volleyball spectators' viewing decision-making factors on consumption behavior". Korean Journal of Sports Industry Management, Vol. 12, No. 2, pp.57-69, (2007).
  19. D. Y. Park, "The impact of viewing satisfaction on re-watching intention according to the decision factors for watching women's professional volleyball". Journal of Korean Sports Studies, Vol. 14, No. 4, pp.505-514, (2016).
  20. J. H. Lee, "The impact of professional baseball spectators' viewing decision factors on viewing satisfaction and re-watching intention". Korean Journal of Sports Industry Management, Vol. 17, No. 3, pp.41-53, (2012).
  21. Cornin, J. J. Jr., Michael, K. B., & Tomas, M. H, "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments". Journal of Retailing, 76(2), pp.193-218, (2000). https://doi.org/10.1016/S0022-4359(00)00028-2
  22. S. I. Kim, B. S. Kim, "The relationship between motivation to watch professional baseball, viewing satisfaction, team loyalty, and re-watching intention". Journal of Korean Society of Physical Education, Vol. 42, pp.335-345, (2010). https://doi.org/10.51979/KSSLS.2010.11.42.335
  23. Y. C. Cho, J. J. Nam, "The relationship between professional basketball spectators' viewing satisfaction factors, team image, and repurchase intention". Korean Journal of Sports Science, Vol. 20, No. 1, pp.477-490 (2011).
  24. Y. M. Kim, "The relationship between professional baseball spectators' cheering satisfaction, viewing attitude, viewing satisfaction, re-watching intention, and word-of-mouth intention". Korean Sports Industry Management Journal, Vol. 17, No. 2, pp.35-49 (2012).
  25. O. S. Kwon, S. G. Kim, "The relationship between professional baseball spectators' viewing immersion, viewing passion, viewing satisfaction, intention to watch again, and happiness". Journal of the Korean Society of Physical Education, Vol. 53, No. 4, pp.101-116, (2014).
  26. H. S. Lee, D. Y. Kim, H. M. Kang, "The mediating and moderating effects of team affection and spectator characteristics on satisfaction with watching professional baseball and re-watching intention according to cheering activities". Korean Journal of Sports Science, Vol. 31, No. 1, pp.391-412, (2022). https://doi.org/10.35159/kjss.2022.2.31.1.391
  27. McCathy, J. (1975). Basic Marketing. Homewood, IL: Irwin.
  28. H. R. Kim, S. G. Kim, "The relationship between professional baseball viewing factor characteristics and satisfaction and repurchase behavior". Journal of Korean Society of Physical Education, Vol. 35, No. 1, pp.501-509, (2009).
  29. Oliver, R. L, "A cognitive model of the antecedents and consequences of satisfaction decisions". Journal of Marketing Research, Vol. 17, No. 4, pp.460-469, (1980). https://doi.org/10.1177/002224378001700405
  30. Y. M. Kim, A. R. Kim, K. H. Kim, "The relationship between professional soccer spectators' viewing attitude and viewing satisfaction, team trust, team identification, sponsor identification, corporate image, purchase intention, and word of mouth intention". Korean Journal of Sports Industry Management, Vol. 17, No. 4, pp.13-30, (2012).
  31. W. Y. Baek, "Relationship between professional baseball viewing factors and re-watching intention: Mediating effect of viewing satisfaction". Korean Journal of Sports Industry Management, Vol. 15, No. 1, pp.53-61, (2010).
  32. M. H. Kim, "The impact of professional baseball event preference on event satisfaction, re-watching intention, and word-of-mouth intention". [Unpublished master's thesis], Kookmin University, (2011).
  33. Y. S. Yoon, M. G. Park, "Determinants of consumer behavior among professional sports spectators". Korean Journal of Sports Industry Management, Vol. 9, No. 3, pp.107-122, (2004).
  34. H. R. Kim, D. Y. Won, "The impact of F1 Korea Grand Prix visitors' decision-making factors for watching the game on perceived value and revisit intention". Journal of the Korean Society of Physical Education, Vol. 52, No. 1, pp.213-225, (2013).
  35. Y. S. Lim, "The effect of park golf participants' passion on exercise satisfaction and behavioral intention", Journal of the Korea Applied Science and Technology, Vol,40 No.5. pp. 1081-1091, (2024). http://dx.doi.org/10.12925/jkocs.2023.40.5.1081
  36. Y. S. Lim, "The effect of park golf participants' passion on exercise satisfaction and behavioral intention", Journal of the Korea Applied Science and Technology, Vol.40, No.5. pp. 1081-1091, (2024). http://dx.doi.org/10.12925/jkocs.2023.40.5.1081