ScholarWorks@중앙대학교

초록

The COVID-19 pandemic has brought about unprecedented challenges to the sports industry, particularly through the introduction of no-spectator games due to social distancing measures. This study investigates differences in spectators’ attitudes toward professional baseball broadcasts—specifically motivation for watching, satisfaction with watching, and willingness to watch again—based on spectator attendance status and fanship level. Using purposive sampling, online surveys were conducted with 281 participants who followed the professional baseball league’s official social media account. Among them, 151 attended no-spectator games held in July 2020, while 130 recalled games with spectators from September to October 2019. Data were analyzed using descriptive statistics, reliability tests, and Two-way ANOVA and MANOVA via SPSS 26.0. Results revealed significant differences in motivation, satisfaction, and willingness to watch again according to fanship level, but no significant differences based on spectator attendance status. No interaction effects between attendance and fanship were found. These findings suggest that fanship plays a more critical role than physical attendance in shaping spectators’ attitudes toward baseball broadcasts in the COVID-19 era.

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