프로야구 관중의 의사결정요인에 따른 경기관람만족이 재관람의도에 미치는 영향

Abstract

This study aims to examine pro baseball audience's decision making factors and the relation between the degree of their satisfaction of viewing games and their intention to repurchase. To achieve these goals, first it analyzed differences among the audience's decision making factors, satisfaction factors of their viewing games and the factors for intention to repurchase according to demographical characteristics. Next it examined the relation between the decision making factors and the satisfaction factors of viewing games. Finally it verified structural model between the audience's decision making factors and their intention to repurchase. The subjects of this study were the audience of 2004 pro baseball games in Seoul, Incheon, Busan, Daegu and Gwangju and each 200 of 1,000 questionnaires were distributed to pro baseball audience in each region using stratified cluster random sampling method. Total 956 questionnaires collected were used for actual analysis excluding 44 (4.4%) showing unfaithful responses or omission. The result of reliability test of examination items used in this study indicated decision making factor α = .986, satisfaction factor of viewing α = .882 and intention to repurchase factor α = .880 and it was found that reliability of items was very high. Analytical methods used for this study were one-way ANOVA, multiple regressive analysis, correlation analysis and co-variance structure analysis. It obtained the following conclusions. First, differences in decision making factors of pro baseball audience, their satisfaction factors in viewing games and the factors for their intention to repurchase according to demographical characteristics are as follows: According to sex, man showed higher average than woman in decision making factors (quality, leisure, etc.) and satisfaction factors in viewing games and the factors for intention to repurchase. According to age, those who were over 50 (3.92) in the factors of viewing games which is a sub-factor of satisfaction factors and those who were over 50 (4.00) in intention to repurchase which is a sub-factor of intention to repurchase showed the highest average. According to marital status, the married showed the highest in factor of viewing games (3.86) and in intention to repurchase (3.86) respectively. According to monthly mean income, under 2,000,000 won-2,500,000 won (3.56) in quality, under 2,000,000 won-2,500,000 won (3.86) in factor of viewing games and under 2,000,000 won-2,500,000 won (3.92) in intention to repurchase showed the highest average. In addition, there were statistically significant differences in decision making factors and satisfaction factors in viewing games according to sex (quality, leisure, satisfaction of viewing games and intention to repurchase), age (viewing games, satisfaction of viewing games and intention to repurchase), marital status (quality, viewing games and satisfaction of viewing games) and monthly mean income (leisure, satisfaction of viewing games and intention to repurchase). Second, in the relationship between decision making factors of pro baseball audience and factors of their satisfaction of viewing games, pro baseball quality (p<.000), leisure of pro baseball (p<.000), fan service (p<.000), viewing games (p<.000) and satisfaction of viewing games (p<.000) had a statistically significant influence on intention to repurchase pro baseball. The sub-factors showing the highest correlation included quality - leisure (correlation coefficient = .523), viewing games - satisfaction of viewing games (correlation coefficient = .477), fan service - satisfaction of viewing games (correlation coefficient = .460) in order. The sub-factors showing the lowest correlations were intention to repurchase - leisure (correlation coefficient = .149) and it was found that satisfaction of viewing games had the greatest influence on intention to repurchase pro baseball. Third, according to the positive analysis results of structural equation model of pro baseball, it was found that quality and fan service of pro baseball had a significant influence on viewing games by pro baseball game and leisure had not influence on viewing games. Also quality, leisure and fan service of pro baseball had the significant influence on satisfaction of viewing games which are sub-factors of satisfaction of viewing games. Finally, intention to repurchase pro baseball game had the significant influence on fan service except quality and leisure because support, public relations and service of corporation owning pro baseball team contributed to the activation of pro baseball in order to satisfy the various demands of the audience. Therefore, pro baseball audience visiting the stadium accepted viewing itself very affirmatively from the leisure side of pro baseball and had the positive opinions of fan service from the view of the audience who were offered pro baseball game. In addition, as the quality of pro baseball is better, it can attract more audience and then marketing strategy which can satisfy audience is needed by improving the level of fan service.