스포츠 환경 모델을 이용한 세계 대학 태권도 대회 관람객의 행동 분석 연구
An Analysis of Sport Spectators' Behavior Using a Sportscape Model: A Case of the World University Taekwondo Championship
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초록
본 연구는 스포츠 환경 모델을 이용하여 관람객들에게 영향을 미치는 환경적 요인에 대하여 분석하였다. 또한 기존의 스포츠 환경 모형에서 부정확하게 측정된 충성도 요인을 이론적 근거에 맞게 재 측정하였다. 418명의 관람객들을 대상으로 연구가 이루어졌으며 측정모형 및 구조모형 분석을 실시하였다. 자료분석을 위해 SPSS 18.0과 EQS 6.2 프로그램을 활용하였다. 구조방정식 모형 분석에 의하면, 경기장 요인은 관람지속욕구에 유의한 영향을 미쳤고, 관람지속욕구와 충성도는 재방문 의도에 유의한 영향을 미쳤다. 본 연구는 관람객 재방문에 영향을 미치는 스포츠 환경의 중요성과 스포츠 환경 모델의 발전 방안을 실증적으로 제시했다는데 그 의의가 있다.
Abstract
This study employed a sportscape model to analyze environmental impact on spectators’behavior. In addition, the loyalty construct in the sportscape model was reanalyzed based on the theoretical framework. Five hundred questionnaires were distributed to the spectators of World University Taekwondo Championship, and 418 questionnaires were used for data analyses. The analyses of measurement and structural models were conducted using SPSS 18.0 and EQS 6.2 programs. The results indicated that the measurement model showed acceptable reliability and validity. The structural analysis showed that five stadium factors (parking, cleanliness, crowding, food service, and fan control) have significant effects on spectators’ desire to stay and to revisit the stadium. Loyalty also positively affected revisit intention. This study emphasizes sport environment to make spectators revisit and provides future research suggestions to improve the sportscape model.
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