• Journal of Digital Convergence
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• v.14 no.1
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• pp.445-452
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• 2016

The purpose of this study was empirically to reveal how professional baseball fan's team identification and team loyalty influence on purchase intention of parent company products. For the research, a survey was conducted by 278 subjects selected from fans of Samsung Lions and LG Twins among professional baseball teams which were owned by representative electronics manufacturers. The results were as follows: First, team identification of the professional baseball fan had positive corelation with purchase intention of parent products. Second, team loyalty of the professional baseball fan had positive corelation with purchase intention of parent company products. Third, team loyalty had effective to mediate between team identification and purchase intention of parent company products. The result of studies showed that team identification was a major factor(variable) which had a positive influence on purchase intention of parent company products, and it also verified that team loyalty had mediating effects on these.

• International journal of advanced smart convergence
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• v.10 no.1
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• pp.166-175
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• 2021

The purpose of this study is to analyze the structural relationship among fan experience, fan satisfaction, team attachment, psychological well-being, team loyalty and quality of life. Specifically, the structural equation model is analyzed for the team performance side leading to fan experience-fan satisfaction-team attachment-team loyalty and the an performance side leading to fan experience-fan satisfaction-psychological well-being-quality of life. The survey to achieve the goal of this study is a professional baseball fan. 150 pilot envestigation and 348 main envestigation were selected as the final effective samples. Data processing was done with SPSS 23 for frequency analysis, exploratory factor analysis and reliability analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, fan experience had a positive effect on the fan satisfaction. Second, fan satisfaction had a positive effect on the team attachment. Third, fan satisfaction had a positive effect on the psychological well-being. Fourth, team attachment had a positive effect on theteam loyalty. Fifth, psychological well-being had a positive effect on the quality of life.

• International journal of advanced smart convergence
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• v.10 no.1
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• pp.176-183
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• 2021

The purpose of this study is was to analyze customer experience attribute of professional baseball. To achieve objectives of this study, a method was used the in-depth interview and experts' consultation which understanding the attributes and structure of customer experience attribute of professional baseball. As a result, the professional baseball customer experience attributes are 'viewing plan & purchase', 'stadium movement', 'entrance stadium', 'move to seat', 'game viewing', 'amenities/services', 'events/cheering', 'move after match'. The review of the experience section and attributes derived through in-depth interviews with professional baseball fans was verified through an expert' consultation to secure content validity. Through this process, 8 experience section and 41 attributes were analyzed. The customer experience journey was analyzed for a more in-depth analysis of the viewing experience of professional baseball fans. The customer experience journey was presented based on the needs of fans and discomfort in each experience section activity.

• 한국체육학회지인문사회과학편
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• v.51 no.3
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• pp.79-88
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• 2012

The purpose of this study was to find spectator's value cognition and expected-benefit factors on professional baseball sportstar. Purposeful Sampling method was used to select among fan club leaders and people who had watched baseball games over ten years 8 informants who watched more than 4 times in 6 baseball games in 2011 Lotte Card Professional Baseball League. Data collection relies on focus group interviews and in-depth interviews. Text analysis was attempted to adopt the A-R-C needs theory proposed by Thomson(2006) for spectator's value cognition and the metaphors for consuming by Holt(1995) for expected-benefit factors. The research summary is as follow: Spectator's value cognition on professional baseball sportstar were an object of entertainment-oriented value, a major figure for social relationship-oriented and an object of identical. Spectator's expected-benefit factors on professional baseball sports tar were confirmation of values and heroic orientation. Meanwhile, spectator who had entertainment-oriented value cognition on professional baseball sportstar expect heroic orientation, who recognize professional baseball sportstar a major figure for social relationship-oriented and an object of identical pursue confirmation of values.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.25 no.5
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• pp.15-21
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• 2002

We studied the relations between variables related to fan's preference in a area of pro-baseball which is the most popular one among pro-sports. The dependent variables are pro-baseball team fan's preference to both the team and the products of the company which has a pro-baseball team, while the independent variables are sex, age, and hometown of fans. Eight hypotheses are constructed with those variables. For testing them a questionnaire was used, whose reliability was checked using Kronbach Alpha. Subjects were 314 college students in a local city. For statistical analysis nonparametric tests like Mann Whitney test, Kruskal-Wallis test, etc were used. Useful and significant results among variables were obtained. Since these results have important implications about management of pro-sports teams and fans and fans Preference to products in a view of sports marketing management, more researches should be done continuously in the future in this area.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.18-31
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• 2016

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.99-110
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• 2016

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.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.25 no.3
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• pp.16-27
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• 2002

This paper is mainly interested in customer's(fan's) royalty to professional sports in sports industry. The royalty is studied with the royalty to several products and a service, so that we can obtain the comparison between both the former and the latter royalty. Interested professional sports, products and service are baseball, basketball, soccer, beer, cu, cola/cider, etc, and we will call each of them 'item'. The seven related hypotheses are considered. In hypotheses the dependent variable is royalty to nine items, and the independent variables are rune items, and customer's sex and major. For testing hypotheses, a questionaire is used, and reliability is checked with Cronbach's Alpha and correlation coefficients. For some items the royalty is significantly strong. Rather, even if some item has bad quality, it is found that customers can be royal to that item. We can identify some of those items through the results of this study. The strong significant results will be useful for the customer management. Additional studies are required for nonsignificant results which seems to be useful, and they are noted in the final part of the paper.