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초록
In this study, the causal relationship between the star player's star power and team star power on re-watching intention among baseball club’s fans who recruited a free agent (FA) star player was analyzed. The purpose of this study is to provide marketing utilization plans and basic data through the star player’s star power and team star power that can increase professional baseball fans' re-watching intention. This study was conducted on 360 fans of clubs that recruited star players as free agents, and performed reliability analysis, frequency analysis, and correlation analysis using SPSS 26.0 Window Version. In addition, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were conducted using the AMOS 26.0 statistical program. As a result, first, the the star player’s star power was found to have a positive effect on re-watching intention. Second, the star player's team star power was found to have a positive effect on re-watching intention.
키워드
- 제목
- 프로야구 스타선수 영입에 따른 스타파워와 팀 스타파워 속성이 재관람의도에 미치는 영향
- 제목 (타언어)
- The Effect of Star Power and Team Star Power Attributes by the Recruitment of Professional Baseball Star Players on Re-watching Intention
- 저자
- 남재준; 유재구; 조용찬
- 발행일
- 2024-04
- 저널명
- 한국체육과학회지
- 권
- 33
- 호
- 2
- 페이지
- 300 ~ 308