프로야구 관중의 관람유인 요인, 관람만족, 충성도 및 구매 후 행동 관계

초록

The purpose of this study is to offer basic data for developing efficient club marketing for the increase in the number of spectators of professional baseball games in further management of a professional baseball club by verifying the model for the relations between the inducement factor of the spectators for professional baseball games, loyalty, and behavior after purchase. The subjects of this study were selected 846 spectators who visit Seoul Jamsil baseball stadium, Mok-dong baseball stadium, Incheon Munhak baseball stadium, Gwangju Mudeung baseball stadium, and Daejon Hanbat stadium to watch the ‘2010 CJ Magumagu Professional Baseball’ season games as its final significant samples of which this research made exploratory factor analysis[EPA] using SPSS 18.0 Window Version. Also, this research verified the goodness of fit of study model and individual hypothesis through confirmatory factor analysis[CFA] and structural equation model[SEM] using AMOS 18.0. As a result, it was found that the spectators of professional baseball games had an influence on watching satisfaction according to the factor of watching inducements. The factor in watching satisfaction was found to have an effect on loyalty, and also on behavior after purchase. In addition loyalty was found to have a positive effect on the behavior after purchase.

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