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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국여성체육학회 한국여성체육학회지 한국여성체육학회지 제24권 제4호
발행연도
2010.11
수록면
93 - 104 (12page)

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초록· 키워드

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The objective of this study was to find the causal relations among professional soccer fans` team trust, team loyalty and intention to revisit. The subjects of this study were 227 spectators who visited professional soccer games at S Stadium in Gyeonggi do during October 2009. The survey used a questionnaire, and data were processed using PASW 18.0 and AMOS 18.0. Hypotheses were tested through correlation analysis, a type of structural equation modeling, at statistical significance level of p<.05, and conclusions were drawn as follows. First, team trust was in a significant correlation with behavioral loyalty, attitudinal loyalty, and cognitive loyalty. Second, behavioral loyalty was in a significant correlation with intention to revisit. Third, team trust was in a significant correlation with intention to revisit. In conclusion, professional soccer teams should establish team trust through maintaining a steady relation with their fans using various services and marketing strategies that satisfy sports fans` expectations. This will lead to the build up of team trust differentiated from other professional sports organizations, which will, in turn, have a positive effect on team loyalty and strengthen intention to revisit in sports fans with high behavioral loyalty.

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UCI(KEPA) : I410-ECN-0101-2015-690-002789229