본문 바로가기
KERD
논문KCI 등재

스타플레이어의 속성이 관중의 구단에 대한 동일시, 몰입 및 충성도에 미치는 영향

The Influence of Star Player's Attribute on Team Identification, Commitment, andTeam Loyalty

0

조회

0

다운로드

40

인용

0

참고문헌

키워드

주제분류체육

초록

이 연구는 스타플레이어의 속성이 관중의 구단에 대한 충성도로 전이되는 과정을 심리적 요인인 동일시와 몰입의 매개적인 역할을 구조모형을 중심으로 구조방정식모형분석을 통해서 규명하는 데 목적을 두고 있다. 즉, 스타플레이어의 신뢰성, 매력성 그리고 유사성이 관중의 심리적 요인인 구단에 대한 동일시와 몰입을 거쳐 구단에 대한 충성도에 영향을 미치는 것으로 설정하였으며, 변수들 간의 인과관계를 개념화하여 제시하였다. 조사대상은 2005년 7월 16일 인천 문학경기장에서 열린 ‘2005 프로야구 올스타전’을 직접 관람한 관중이며, 편의표본추출법을 사용하여 총 300부를 표집하였다. 수집한 자료 중 연구에 적절치 않은 13부를 제외한 287부를 최종유효표본으로 선정하였다. 자료처리는 SPSSWIN Ver. 12.0으로 탐색적요인분석을 하였고, AMOS 4.0으로는 확인적요인분석과 구조방정식모형분석을 실시하였다. 실증분석을 통해 개념들 간의 관계를 살펴본 결과 스타플레이어에 대한 신뢰성, 매력성 그리고 유사성 모두 동일시에 긍정적인 영향을 미치는 것으로 나타났고, 신뢰성과 매력성 보다 유사성이 구단에 대한 동일시에 더 큰 영향을 미치는 것으로 나타났다. 그리고 스타플레이어들의 이러한 특성들이 구단에 대한 동일시와 몰입을 거쳐 충성도에 영향을 미치는 것으로 나타났다.

Abstract

The purpose of this study was to examine the spectators' psychological process, changing from perception toward star players' attributes to loyalty to their respective baseball teams through the structural equation modeling analysis. More specifically, this study attempted to identify the impact of the star players' trustworthiness, attractiveness, and similarity on the spectators' loyalty to the baseball team, which is mediated through their identification and commitment. The respondents of this study were the spectators who watched the "2005 Professional Baseball All Star Game" at Incheon Munhak Stadium on July 16, 2005. A total of 300 samples was gathered by using convenience sampling method. Out of 300 samples, 287 provided usable responses to the questionnaire. The data were recorded and analyzed using the SPSSWIN Ver. 12.0 and AMOS 4.0 statistical computer package to perform the exploratory factor analysis and structural equation model analysis. Findings revealed that the spectators were positively influenced by the star players' trustworthiness, attractiveness, and similarity when they identify themselves with their respective baseball teams. The characteristics of trustworthiness and attractiveness had a greater impact on similarity. It was also found that the team identification significantly and positively influenced on commitment and loyalty to a team. Finally, it was noted that team loyalty is significantly affected by spectators' commitment.

참고문헌 (59)

  1. "AMOS 구조방정식모형분석" (2001), 고려정보산업
  2. "프로스포츠제품 속성이 타이틀스폰서의 스폰서동일시에 미치는 영향", 43(3), pp.457~470 (2004)
  3. "프로스포츠팀 속성과 팀동일시 기업동일시 및 기업이미지의 관계 스폰서십 동일시 모형을 중심으로", pp.91~120 (2004)
  4. "조직 내재화 변인들간의 탐색적 요인분석 및 확인적 요인분석에 대한 연구", pp.12~35 (1993)
  5. "조직동일시와 조직 몰입의 선행변수와 결과 변수간의 인과 관계 모형", 15(2), pp.83~121 (2002)
  6. "브랜드개성이 구전과 브랜드애호도에 미치는 영향 사회적 일체감 이론의 적용", pp.25~43 (2002)
  7. "플로우가 온라인게임의 애호도와 구전에 미치는 영향 브랜드매력성과 브랜드일체감의 매개적 영향", pp.93~120 (2003)
  8. "유명 옹호인의 광고효과에 관한 연구 VisCAP모형의 검증을 중심으로" (1998), 서울대학교대학원
  9. "소비자-기업 동일시가 소비자의 제품평가와 행위적 반응에 미치는 영향에 관한 연구", 19(4), pp.55~77 (2004)
  10. "서비스 관계마케팅에 관한 고찰", 14(4), pp.371~388 (1990)
  11. "이용자와 비이용자의 차이에 대한 탐색적 연구", pp.1~33 (2002)
  12. "브랜드 로열티의 관계에 관한 연구 실용적 제품과 쾌락적 제품 간의 비교", pp.101~125 (2004)
  13. "설득커뮤니케이션" (1997), 서울대학교출판사
  14. "The measurement and antecedents of affective continuance and normative commitment to the organization Journal of Occupational Psychology", pp.1~18 (1990)
  15. "Structural equation modeling in practice", pp.411~423 (1988)
  16. "Academy of Management Review", pp.20~39 (1989)
  17. "An analysis of major league baseball attendance Journal of Sport and Social Issues", pp.14~32
  18. "Journal of Academy of Marketing Science", pp.405~425 (1988)
  19. "On the evaluation of structural equation models Journal of Academy of Marketing Science", pp.74~94 (1988)
  20. "Foci and bases of employee commitment Implications for job performance Academy of Management Journal", pp.464~482 (1996)
  21. "Understanding the bond of identification An investigation of its correlates among art museum member Journal of Marketing", pp.46~57 (1995)
  22. "A frame work for understanding consumers relationships with companies Journal of Marketing", pp.76~88 (2003), Consumer-company identification
  23. "An investigation of racial differences in sport fan motivation", pp.93~106 (2002)
  24. "Dimensions and types of supervisory control Effects on salesperson performance and satisfaction", pp.89~105 (1996)
  25. "Environ- mental factors associated with spectator attendance and sport consumption behavior", pp.8~19 (2002)
  26. "The role of similarity and attractiveness in identification with a favorite sports team Advances in Consumer Research", pp.83~88 (1998)
  27. "Evaluating structural equation models with unobservable and measurement error Journal of Marketing Research", pp.39~50 (1981)
  28. "Characterizing consumer motivation as individual difference factors to explain level of spectator support", pp.33~34 (2002)
  29. "Developing an under- standing of brand associations in team sport Empirical evidence from consumers of professional sport", pp.54~81 (2002)
  30. "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands", pp.43~54 (2000)
  31. "Using promotional messages to manage the effects of brand and self-image on brand evaluations", pp.4~18 (1996)
  32. "A national demographic profile of women's basketball attendees Paper presented at the North American Society for Sport Management Conference" (1991)
  33. "Journal of Marketing", pp.22~27 (1967)
  34. "The structure of commitment in exchange", pp.78~92 (1995)
  35. "Examining relationships between leisure involvement psychological commitment and loyalty to a recreation agency", pp.45~72 (2004)
  36. "The role of cognitive development and socialization in the initial development of team loyalty", pp.233~261 (2001)
  37. "A structural model of image-based and utilitarian decision-making processes for participant sport consumption Journal of Sport Management", pp.173~189 (2002)
  38. "Journal of Consumer Research", pp.1~22 (1993)
  39. "The effects of corporate marketing activity on consumer evaluations of brand extensions" (1997)
  40. "Process of opinion change", pp.57~78 (1961)
  41. "An exploration of the construct of psychological attachment to a sport team among college students", pp.94~103 (2004)
  42. "A reexamination of the construct and concurrent validity of the psychological commitment to team scale", pp.88~93 (2003)
  43. "Factors affecting fan attendance: The influence of identity salience and satisfaction", pp.225~246 (2000)
  44. "Construct redefinition and a field application with organizational alumni" (1988), Unpublished Doctoral Dissertation Wayne State University
  45. "A reconceptualization of organizational identification Proceedings of the Midwest Academy of Management", pp.127~129 (1988)
  46. "A partial test of the reformulated model if organizational identification Journal of Organizational Behavior", pp.103~123 (1992)
  47. "Using the psychological commitment to team scale to segment sport consumers based on loyalty", pp.15~25 (2000)
  48. "The relationship between the attitudes of professional sport fan and their intentions to watch televised games", pp.131~139 (2000)
  49. "Multivariate analysis of brand loyalty for major household appliances Journal of Marketing Research", pp.404~427 (1973)
  50. "Construction and validation of a scale to measure celebrity endorsers' perceived expertise Journal of Advertising", pp.39~52 (1990)
  51. "A review and reconceptualization of organizational commitment Academy of Management Review", pp.465~476 (1985)
  52. "and advertising in spectator sports Sociology of Sport Journal", pp.323~339 (1992)
  53. "Performance and attendance at pro- fessional team sports Journal of Sport Behavior"
  54. "Boundary role ambiguity in marketing oriented position Journal of Marketing Research", pp.328~338 (1991)
  55. "Creating and fostering fan identification in professional sports", pp.15~22 (1997)
  56. "The price elasticity of selective demand Journal of Marketing Research", pp.331~341 (1988)
  57. "A theoretical model of sport spectator consumption behavior", pp.154~180 (2000)
  58. "An empirical comparison of the sport spectator identification scale the psychological commitment to team scale", pp.365~372 (2003)
  59. "Organizational identification among virtual workers The role of need for affiliation and perceived work based social support", pp.213~228 (2001)

관련 논문AI추천

이 간행물의 다른 논문 (12건)