프로야구 관람 결정 요인이 관람 만족과 재관람 의도에 미치는 영향

Abstract

The purpose of this study was to examine the relationship among factors affecting decision to spectate, spectator satisfaction and revisiting intention in professional baseball games. To accomplish of this study, 439 spectators from five pro-baseball games were surveyed by means of the revised questionnaires. For data analysis, frequency analysis, confirmatory factor analysis, Cronbach's α, Pearson's r, and structural equation mode(SEM)l were conducted by SPSS WIN Ver. 23.0 and AMOS 23.0 statistical programs. The major findings obtained from this study were as followings: First, factors affecting decision to spectate of pro-baseball games such as facility factor, play environment factor, and cost factor had significantly a positive effect on spectator satisfaction, but promotion factor had no significantly a positive effect on spectator satisfaction. Second, factors affecting decision to spectate of pro-baseball games such as facility factor and play environment factor had significantly a positive effect on revisiting intention of pro-baseball spectators, but promotion factor and cost factor had no significantly a positive effect on revisiting intention. Finally, the result of this study also indicated that spectator satisfaction had significantly a positive effect on revisiting intention of pro-baseball spectators