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논문 기본 정보

자료유형
학술저널
저자정보
송현권 (문화마케팅) 서희정 (서울과학기술대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제28권 제2호 (인문사회과학 편)
발행연도
2019.4
수록면
661 - 676 (16page)
DOI
10.35159/kjss.2019.04.28.2.661

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초록· 키워드

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The purpose of this study was to investigate a natural stimulus to a professional baseball spectator by inquiring into the relationship between the hospitality and CSR activity in the mind of a professional baseball spectator, and the professional baseball club image and loyalty. This study set its research subject as the spectators of the professional baseball game between the KIA Tigers and SK wyverns, which was held at Incheon Happy Dream Park on August 11, among the 「2018 Shinhan Bank MY CAR KBO League」games. This study distributed a total of 400 samples of questionnaires, and then collected 358 copies, from which this study excluded 10 copies failing to check more than 3 questions. This study used final 328 copies of questionnaires as research data by ruling out 20 copies based on the result of doing cross-analysis and frequency analysis after coding 348 copies of questionnaires. In addition, this study used SPSS WIN23.0 and AMOS 23.0 for data processing. The study results are as follows: First, stands, food & beverage, and information service among the sub-variables of hospitality were found to have a significant influence on the professional baseball club image while admission prices had no significant influence on the professional baseball club image. Second, all the sub-variables of CSR activity were found to have a significant influence on the professional baseball club image. Third, the professional baseball club image was found to have a significant influence on the professional baseball club loyalty.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2019-692-000694003