프로농구 관중의 관람만족 요인, 구단이미지 및 재구매의도의 관계

초록

The objective of this study was to define the relationships among satisfaction of watching factor, team image, and re-purchase intention by professional basketball spectators. So as to accomplish the purpose of this study, the questionnaires were distributed to the 300 spectators who directly watched professional basketball at Anyang KT&G Kites and Wonju Dongbu Promy. 266 out of 300 copies were selected for the effective data. Frequency analysis, reliability analysis, exploratory factor analysis were carried out by using SPSS 18.0 Window Version. Also, Confirmatory factor analysis(CFA) and Structural Equation Model(SEM) analysis were used by using AMOS 18.0. The following results were acquired through above analysis. First, satisfaction of watching factor had no influence on re-purchase intention. Second, satisfaction of watching factor had influence on team image. Third, team image had influence on re-purchase intention. Fourth, team image was indicated to have the mediating effect on relationship between satisfaction of watching factor and re-purchase intention.

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