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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제22권
발행연도
2004.11
수록면
293 - 308 (16page)
DOI
10.51979/KSSLS.2004.11.22.293

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This study selected total 1000 subjects including 500 baseball spectators and 500 football spectators by stratified cluster random sampling method with pro baseball and pro football spectators in Gwangju, 2003 with a view to trace the influence of pro sports spectators` decision making factors and psychological variables on their repurchase intention. Research instrument uses total 31 questions including 9 items and 9 questions as demographical variables, 3 items and 10 questions of decision making of spectators` behaviors as independent variables, 2 items and 7 questions of psychological variables as parameters and 1 item and 5 questions of repurchase intention as dependent variables. The reliability of decision making factors is =.927, that of psychological factors =.933 and that of repurchase intention factor =.886, and it is found that reliability of each question is very high. For data analysis, one-way ANOVA, regressive analysis, correlation analysis and covariance analysis were conducted with SPSS 10.1 and AMOS 5.0. Conclusions obtained by these research procedures are as follows. First, differences between pro sports spectators` decision making factors, psychological variables and repurchase intention according to demographical characteristics are as follows. First, there were statistically significant differences in decision making factors (quality and entertainment) according to sex and decision making factors (entertainment, fan service) according to age, marriage and income (p<.001). Second, there were significant correlations between psychological variables and repurchase intention according to pro sports spectators` decision making factors, and satisfaction with sports as psychological variable (correlation coefficient=.582, p<.Ol) and repurchase intention showed the highest correlations. In addition, while the influence of satisfaction with sports in pro baseball (correlation coefficient=.533, p<.Ol) and pro football (correlation coefficient=.629, p<.Ol) on repurchase intention was great, viewing attitude (correlation coefficient=.442, p<.Ol) and quality (correlation coefficient =.364, p(01) in baseball and quality (correlation coefficient=.412, p<.Ol) and viewing attitude(correlation coefficient=.398, p<.Ol) in football had a great influence on repurchase intention. Third, sports quality and entertainment according to decision making factors and psychological variables of pro sports spectators had a significant influence on sports spectators` attitudes, but fan service had not influence on spectators` attitudes. Of sub-factors of decision making factors, what had the greatest influence on sports spectators` attitude was sports quality (causal effect = .264). Therefore, pro sport spectators visiting stadium accepted viewing itself positively from entertaining side of sports, but sports spectators have negative opinions of fan service and the better sport quality, the more spectators` attitude of viewing is affirmative, and it is found that marketing strategy satisfying customer`s satisfaction with sports by improving the level of fan service is needed.
#repurchase #psychological variables #decision making factors #sports quality #entertainment #fan service

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