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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
- 2024.4
- 수록면
- 65 - 80 (16page)
- DOI
- 10.51979/KSSLS.2024.04.96.65
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초록· 키워드
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Purpose: This study aims to examine the effect of determinants of viewing in Korean professional baseball (KBO) on viewing satisfaction and intention to re-watch, and to identify the moderating effect of the referee’s perception of judgement.
Method: Data analysis employed SPSS version 25 and PROCESS Macro version 4.1, utilizing techniques such as frequency analysis, exploratory factor analysis (EFA), reliability analysis, correlation analysis, simple and multiple regression analysis, and bootstrapping (n=5000) for moderation analysis.
Results: First, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on viewing satisfaction. Second, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on the intention to re-watch. Third, it was found that viewing satisfaction had a significant positive (+) effect on the measured viewing intention. Fourth, in the relationship between the decision factor of viewing and the intention to re-watch, viewing satisfaction showed a significant positive (+) mediating effect. Fifth, in the relationship between the decision factor of viewing and the intention to re-watch, the perception of judgment did not show a significant moderating effect.
Conclusion: Based on the results of this study, it is anticipated that the intention to continue re-watching, by attracting more visitors and enhancing viewing satisfaction, will have a significant impact if convenience facilities, cleanliness, and discount promotions at various events and baseball stadium facilities are reorganized to improve communication with fans. The introduction of AI robot referees will also alter visitors’ perception of refereeing and facilitate the development of the Korea Baseball Organization (KBO) and individual clubs.
Method: Data analysis employed SPSS version 25 and PROCESS Macro version 4.1, utilizing techniques such as frequency analysis, exploratory factor analysis (EFA), reliability analysis, correlation analysis, simple and multiple regression analysis, and bootstrapping (n=5000) for moderation analysis.
Results: First, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on viewing satisfaction. Second, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on the intention to re-watch. Third, it was found that viewing satisfaction had a significant positive (+) effect on the measured viewing intention. Fourth, in the relationship between the decision factor of viewing and the intention to re-watch, viewing satisfaction showed a significant positive (+) mediating effect. Fifth, in the relationship between the decision factor of viewing and the intention to re-watch, the perception of judgment did not show a significant moderating effect.
Conclusion: Based on the results of this study, it is anticipated that the intention to continue re-watching, by attracting more visitors and enhancing viewing satisfaction, will have a significant impact if convenience facilities, cleanliness, and discount promotions at various events and baseball stadium facilities are reorganized to improve communication with fans. The introduction of AI robot referees will also alter visitors’ perception of refereeing and facilitate the development of the Korea Baseball Organization (KBO) and individual clubs.
목차
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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