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http://dx.doi.org/10.14400/JDC.2019.17.1.389

Relationship among professional baseball stadium servicescape, control perception, consumer emotion, and revisit intention  

Ma, Yoon-Sung (Yonsei University)
Ko, Kyong-Jin (Korea Institute of Sport Science)
Lee, Kwang-Yong (Kyonggi University)
Publication Information
Journal of Digital Convergence / v.17, no.1, 2019 , pp. 389-401 More about this Journal
Abstract
The purpose of this study is to clarify the relationship between servicescape experience of visitors to professional baseball stadium, control perception on the spot, consumption emotion, and revisit intention. A total of 273 questionnaires were analyzed using SPSS 20.0 and AMOS 20.0. The validity of the data was verified through frequency analysis, reliability analysis, confirmatory factor analysis, and correlation analysis. The hypothesis was verified by structural equation model analysis. First, servicescape has a statistically significant effect on control perception. Second, the control perception in the servicescape has a significant effect on the consumption emotion. Third, servicescape effected consumption emotion. Fourth, consumption emotion had a significant influence on the revisit intention. The results of this study suggest that visitors to baseball stadiums can induce revisit intention through positive experience of servicescape. The specific discussions and implications are described in the text.
Keywords
Professional baseball stadium; Servicescape; Control perception; Consumption emotion; Revisit intention;
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