The purpose of this study was to examine the relationship among replica purchase performance, consumption emotion, repurchase intention of the spectators in professional sports.
To achieve this purpose of the study, 340 spectators who are wearing replica in both 2012 paldo professional baseball league and Hyundai oilbank K-league 2012 were selected by using a convenience sampling method, and 294 sheets of survey related to this subject excluding 46 those which lacked sincerity were used for the analysis.
To prove the hypothesis of the study based on the sample data, structural equation modeling was conducted using the Window SPSS version 21.0 program. In order to determine whether the questionnaire was valid and reliable, statistical analyses for collected data were performed including an exploratory factor analysis, a Cronbach''s alpha. The statistical significance was determined at the level of .05.
The results are as follows:
First, according to professional sports events, instrumental purchase performance was shown that the performance of football was higher than that of baseball. Expressive purchase performance was shown to have no difference. Positive consumption emotion was shown that football was higher than baseball. Negative consumption emotion was shown that baseball was higher than football. Repurchase intention was shown that football was higher than baseball.
Second, according to gender of professional sports spectators, instrumental purchase performance was shown that man was higher than woman. Expressive purchase performance was shown that man was higher than woman. But positive consumption emotion, negative consumption emotion, repurchase intention were shown to have no difference.
Third, according to the age of professional sports spectator, instrumental purchase performance and expressive purchase performance were shown to have no difference. Twenties were higher than those who over the forty, thirties in positive consumption emotion. Those who over the forty were higher than both the twenties and the thirties in negative consumption emotion. Repurchase intention was shown to have no difference.
Fourth, according to household income of professional sports spectator, instrumental purchase performance, expressive purchase performance, positive consumption emotion, negative consumption emotion, repurchase intention were shown to have no difference.
Fifth, instrumental purchase performance was shown to have no effect on positive consumption emotion. Expressive purchase performance was shown to have effect on positive consumption emotion. Instrumental purchase performance and expressive purchase performance were shown to have no effect on negative consumption emotion.
Sixth, positive consumption emotion and negative consumption emotion were shown to have effect on repurchase intention.