동기수준에 따른 관람스포츠 제약요인이 관람의도에 미치는 영향
Do The Constraints Constrain Behavior?: The Moderating Effects of Motives on Relationships between Constraints and Sport Consumption
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초록
본 연구는 관람스포츠의 제약요인이 스포츠소비자의 관람스포츠소비행동에 비치는 영향력을 분석하는 것을 주목적으로 하며, 동기수준에 따른 제약요인의 조절효과를 규명함으로써 스포츠관람에 미치는 제약요인의 순수한 효과에 대해 분석해보았다. 스포츠경영학분야에서는 스포츠소비나 관람을 촉진시키는 동기이론들에 대한 많은 연구가 진행되어왔으나, 스포츠소비와 관람을 저해하는 요소들에 대한 연구는 제한적으로 실시되어왔다. 소비자행동에 동기이론과 제약요인이 공통적으로 영향을 미치고 있음을 고려할 때, 이를 통합적으로 분석한 연구는 의미 있으리라 사료된다. 본 연구를 위해 미국 NCAA 1부리그 대학의 동문들을 대상으로 설문조사를 실시하여 총 506명의 연구 참가자를 수집하였다. 요인구조를 규명하기 위하여 Mplus 5.1을 이용한 확인적요인분석을 실시하였으며, 연립방정식모형을 통해 제약요인과 스포츠관람의 관계를 규명하였다. 또한 다중집단분석을 통해 스포츠관람과 제약요인 관계에 미치는 동기요인의 조절효과를 분석하였다. 연구결과, 팀 성적 부진, 대인관계적 제약 및 금전적 부담이 유의미한 요소들로 나타났으며, 각각의 요소들은 동기요인 수준에 따라 다른 결과를 나타내었다. 본 연구의 결과는 스포츠소비자를 연구하는 연구자뿐만 아니라 스포츠산업관련 종사자들에게도, 소비자들의 의사결정에 영향을 미치는 동기요인과 제약요인의 복합적 영향력에 대해 체계적인 이론적 실증적 근거를 제공하고 있다.
Abstract
The purpose of this study was to investigate how constraints and motivators affect sport consumptions based on leisure theories and empirically examine the relationship among constraints, motives, and sport consumption behaviors. within a spectator sport context. In the field of sport management, there have been many attempts to investigate motivation theories that explains which factors facilitate sport fan spectating behaviors. However, only limited number of studies have examined constraints factors that prevent sport consumers from attending sporting games and events. Considering sport fan consumptive behaviors could be influenced by both motivation and constraint theories, it would be meaningful to examine the influence of the theories on sport fan behaviors. Data was collected from a NCAA Division I-A university with 506 usable questionnaires completed. To test the factor structure, confirmatory factor analysis was conducted using Mplus 5.1. Simultaneous equations analysis was performed to examine the hypothesized negative relationship between constraints and attendance. In addition, multiple group analysis was conducted to test the moderating effect of motives on the constraints-consumption behaviors relationship. As the authors hypothesized, the results indicated that Lack of Success, Interpersonal Constraints, and Cost were distinct dimensions, each with a unique negative influences on attendance intentions. This study can provide both researchers and practitioners with a conceptual basis for more systematic and focused investigation on complex issues concerning constraints and motivators, which are key antecedents to attendance decision.
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