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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제50권 제1호
발행연도
2012.12
수록면
229 - 246 (18page)
DOI
10.51979/KSSLS.2012.12.50.229

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초록· 키워드

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The purpose of this study was to closely examine relationship among Professional football spectating consumers` watching limitation, cheering activity, cheering commitment, and consumer behavior. Also, the aim was to utilize it as useful information available for establishing a marketing strategy by verifying the mediating effect of cheering commitment according to relationship between watching limitation and consumer behavior and the mediating effect of cheering commitment according to relationship between cheering activity and consumer behavior. For this, a questionnaire survey was carried out targeting home spectators who directly visited Sangam World-Cup Stadium for watching games of 「Hyundai Oil Bank K-League 2011」. It examined questionnaire given data analysis and used 425 copies except 75 copies of questionnaires, which have insincere response or were omitted. An analysis of the collected data was carried out exploratory factor analysis, reliability analysis, and correlation analysis by using SPSS 18.0 Window Version. Confirmatory factor analysis and SEM(Structural Equation Model) were carried out by using AMOS 18.0. The following results were elicited. First, the watching limitation was indicated to have negative(-) significant influence upon cheering commitment. Second, cheering activity was indicated to have positive(+) significant influence upon cheering commitment. Third, cheering commitment was indicated to have positive(+) significant influence upon consumer behavior. Fourth, watching limitation was indicated to have negative(-) significant influence upon consumer behavior. Fifth, cheering activity was indicated not to have positive(+) significant influence upon consumer behavior. Sixthly, the partial mediating effect of cheering commitment was indicated in relationship between watching limitation and consumer behavior. Seventh, the perfect mediating effect of cheering commitment was indicated in relationship between cheering activity and consumer behavior. Eighth, the moderating effect of team confidence(high/low) was indicated in relationship among watching limitation, cheering activity, cheering commitment and consumer behavior, in relationship between watching limitation and consumer behavior and in relationship between watching limitation and cheering commitment.

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