프로농구 관중의 관람만족 요인, 충성도 및 재구매의도간의 관계분석

초록

This study is to verify the relationship of intention of re-purchase and level of royalty of element of satisfaction of viewing with the object of spectators who visit gymnasiumto watch the games of 「The US Eastern Pro-Basket balls of 2008-2009」 and to analyze the royalty of the media effects of the level of royalty in the relationship between the factors of satisfaction of viewing and intention of re-purchasing. Among total specimens collected, we have carried out Exploratory factor analysis (EFA) using SPSS 16.0 Window Versionafter selecting 266 sheets possible to use except 34 sheets which are not proper for the study. In addition, as the results of reviewing through Confirmatory factor analysis (CFA) and Structural Equation Model (SEM) utilizing AMOS 8.0, first, it was found out that factors of satisfaction of viewing do not provide meaningful effects on intention of re-purchase. Second, it was noticed that the factor of satisfaction of viewing provides meaningful impacts on the level of royalty. Third, it was found out that the level of royalty provides impacts on intention of re-purchase. Fourth, it was noticed that the level of royalty in the relationship between the factor of satisfaction of viewing and intention of re-purchase has a partial media effect.

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