스포츠팀의 위상과 반사된영광누리기의 관계에서 대리성취욕구의 매개효과

초록

Basking in reflected glory(BIRG) has been heavily studied in sport consumer studies in that it is a typical behavior among sport spectators and it is a viable way to enhance the financial status of collegiate teams and professional sport teams as well. However, previous studies have overlooked the effect of sport team’s prestige in relation with BIRG. This study attempted to investigate the relationship between team’s prestige and BIRG with possible mediator of vicarious achievement. To understand the mediating effect of vicarious achievement, two mediation models were proposed: a full mediation model and a partial mediation model. The data were collected from a private university in Republic of Korea. The data were analyzed with structural equation modeling (SEM) to single out the best fitting model. The chi-square statistics and other fit indices indicated that the relationship between team’s prestige and BIRG was partially mediated by vicarious achievement.

키워드