지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2004.1
- 수록면
- 1,523 - 1,534 (12page)
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초록· 키워드
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The purpose of this study is to investigate the relationship between the marketing mix and the purchasing of the audience in the professional baseball league. The study which is based on the previous studies and theories set the marketing mix as independent variable and the repurchasing and word of mouth of the purchasing as dependent variable with the audience. Also the satisfaction of the customers was set as medium variable to define the relationship. The first, participation group of audience in the Korean professional baseball league shows significant differences in the marketing mix, satisfaction and purchasing according to price, product, promotion, satisfaction, repurchasing and word of mouth. The second, price and the product of the marketing mix influenced the satisfaction of the audience. However, the place and promotion did not influence the satisfaction. The third, the marketing mix did not influence the repurchasing but affect the satisfaction of the audience. Promotion of the marketing mix and satisfaction of the audience influenced the word of mouth. The last, after analyzing the each variables of the marketing mix and the satisfaction and purchasing of the audience, the price and the product of the marketing mix influenced the repurchasing and the word of mouth through the satisfaction indirectly. Also, the promotion of the marketing mix and the satisfaction influenced the word of mouth directly.
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