The development of spectator motivation scale for South korean professional baseball fans
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
With the significant growth of the Korean baseball league for the past generation, sport managers and administrators in baseball are desperately looking for new revenue streams to bring more number of fans to the ballparks by offering value-added tangible and intangible products and services such as mascots, music, cheer-leadings, statistics, program books, and on-site promotion opportunities. In order to accomplish these set goals and objectives sport managers and administrators should fully understand who their fans are, what they want at the ballparks, and what makes them revisit the ballparks. The main purpose of this current study was to develop and validate fan motivation scale which is uniquely oriented to Korean baseball fans. A total of 1,927 surveys were collected and 1,869 were utilized in this study after excluding 58 surveys with incomplete or missing values. Reliability coefficients were calculated by factor and correlation coefficients were obtained by test-re-test reliability to remove inappropriate items. Confirmatory factor analysis was conducted to verify the structural model fit for the proposed seven-factor model after exploratory factor analysis through principal component with orthogonal rotation method. The newly developed seven-factor survey instrument consists of the fandom, regional connection, entertainment, dramatic curiosity, sense of belonging to the cheering team, ties with family members, and expertise.
Abstract
With the significant growth of the Korean baseball league for the past generation, sport managers and administrators in baseball are desperately looking for new revenue streams to bring more number of fans to the ballparks by offering value-added tangible and intangible products and services such as mascots, music, cheer-leadings, statistics, program books, and on-site promotion opportunities. In order to accomplish these set goals and objectives sport managers and administrators should fully understand who their fans are, what they want at the ballparks, and what makes them revisit the ballparks. The main purpose of this current study was to develop and validate fan motivation scale which is uniquely oriented to Korean baseball fans. A total of 1,927 surveys were collected and 1,869 were utilized in this study after excluding 58 surveys with incomplete or missing values. Reliability coefficients were calculated by factor and correlation coefficients were obtained by test-re-test reliability to remove inappropriate items. Confirmatory factor analysis was conducted to verify the structural model fit for the proposed seven-factor model after exploratory factor analysis through principal component with orthogonal rotation method. The newly developed seven-factor survey instrument consists of the fandom, regional connection, entertainment, dramatic curiosity, sense of belonging to the cheering team, ties with family members, and expertise.
참고문헌 (26)
- 백우열, "프로야구경기 관람요인 척도개발", 한국체육과학회지, 18(3), pp.623~631 (2009), 한국체육과학회
- Chae, H, "A study on professional sport fans’ propensity and game watching determinants", Korean Journal of Sport Management, 5(2), pp.137~154 (2000)
- 채재성, "프로야구 경기장 시설요인이 관람만족 및 재방문 의향에 미치는 영향", 한국사회체육학회지, (23), pp.265~275 (2005), 한국사회체육학회
- Fink, J. S, "An examination of team identification: Which motives are most salient to its existence", International Sports Journal, 6, pp.195~207 (2002)
- Green, R. E, "An examination of factors related to consumer behavior influencing attendance at professional sporting events", Doctor, pp.1995
- Greenstein, T. N, "Factors affecting attendance of major league baseball: Team performance", Review of sport and Leisure, 6(2), pp.21~ (1981)
- Hansen, H, "Factors affecting attendance at professional sport events", Journal of Sport Management, 3(1), pp.15~32 (1989)
- 허진, "프로야구 관중의 관람동기와 관람만족, 팀동일시 및 재관람의도에 관한연구", 한국스포츠산업경영학회지, 9(4), pp.105~121 (2004), 한국스포츠산업경영학회
- Hu, L, "Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives", Structural Equation Modeling, 6(1), pp.1~55 (1999)
- James, J.D, "Becoming a sports fan: Understanding cognitive development and socialization in the development of fan loyalty", Doctor, pp.1997
- Kaiser, H. F, "The application of electronic computers to factor analysis", Educational and Psychological Measurement, 20, pp.141~151 (1960)
- Karp, D. A, "Sport and Urban Life", Journal of Sport and Social Issues, 14(2), pp.77~102 (1990)
- Kim, H, "The relationship between professional sport fan service and watching satisfaction", Journal of sport and Leisure Studies, 38(3), pp.809~817 (1999)
- 김용만, "프로야구 경기관람요인이 팬충성도에 미치는 영향", 한국체육학회지, 45(6), pp.469~482 (2006), 한국체육학회
- 김용만, "프로축구경기장의 물리적 환경과 재관람의도의 구조적 관계", 한국체육학회지, 46(5), pp.317~327 (2007), 한국체육학회
- "Situations of spectators of all time" (2009)[URL]
- 이혜승, "국내프로축구와 프로야구경기의 재관람 의사에 영향을 미치는 관중성향 비교분석", 한국체육학회지, 43(6), pp.689~702 (2004), 한국체육학회
- 이종호, "프로스포츠 관람유인 요인 만족도와 행동의도에 관한 연구", 한국스포츠산업경영학회지, 10(2), pp.101~114 (2005), 한국스포츠산업경영학회
- Marcum, J. P, "Factors affecting attendance of Major League Baseball: A within season analysis", Sociology of Sport Journal, 2, pp.314~322 (1985)
- Ross, S, "Development of a scale to measure team brand associations in professional sport", Journal of Sport Management, 20(2), pp.260~279 (2006)
- Schollaert, P. T, "Team racial composition and sports attendance", The Sociological Quarterly, 28, pp.71~87 (1987)
- 신승호, "프로스포츠팀 관여도에 대한 비교연구", 한국스포츠산업경영학회지, 7(2), pp.~12 (2002), 한국스포츠산업경영학회
- Tsuji, Y, "Factors affecting behavioral intentions: The case of a State Sports Event", International Journal of Sport Management, 9, pp.102~115 (2008)
- Wakefield, K, "Measurement and management of the sportscape", Journal of Sport Management, 10(1), pp.15~31 (1996)
- WakeField, K. R, "The effects of team loyalty and selected stadium factors on spectator attendance", Journal of Sport Management, 9(2), pp.153~172 (1995)
- Wann, D. L, "Preliminary validation of the sport fan motivation scale", Journal of Sport and Social Issues, 19, pp.377~396 (1995)