스포츠 스타 선수 이적에 따른 선수-구단 적합성과 팬 기대감, 구단신뢰, 구단태도, 미디어 시청의도의 구조적 관계

Abstract

The Structural Relationship Among the Athletes-Team Fit and Fan’s Expectation, Team Trust, Team Attitude, Media Viewing Intention according to Transfer of Sports Star Athletes JoonSun Ryu Adviser : Prof. Seo Hyo Min, Ph.D. Department of Physical Education, Graduate School of Chosun University This study aims to analyze the structural relationship among the athletes-team fit and fan’s expectation, team trust, team attitude, media viewing intention according to transfer of sports star athletes. Specifically, this study analyze the effect of athletes-team fit on fan's expectation, the effect of fans’s expectation on team trust and team attitude. And effect of team trust on team attitude, finally analyze effect of team trust, team attitude on media viewing intention. To collect data, 319 domestic professional football fans were conducted through a non-face-to-face online survey(Google Drive Form) for about three weeks from september 17th to October 6th, 2023, And a total of 314 data were secured as effective samples by refining consistent or insincere responses. The statistical techniques for data analysis were frequency analysis, reliability analysis, Confirmatory Factor Analysis(CFA), correlation analysis, and Structural Equation Modeling(SEM) analysis using SPSS 27.0 and AMOS 27.0. The results of this study showed that first, athletes-team fit had a significant effect on fan’s expectation. Second, fan’s expectation had a significant effect on team trust. Third, fan’s expectation had a positive effect on team attitude. Fourth, team trust had a significant effect on team attitude. Fifth, team trust did not significant effect on media viewing intention. Finally sixth, It was found that team attitude had a significant effect on media viewing intention. Based on the research results, we discussed plans to increase the athletes-team fit that can be recognized as important to domestic professional football fans in the situation of transferring sports star athletes.