프로야구구단의 추억마케팅이 팀 자긍심, 연고지 애착도, 팬 확충에 미치는 영향 (The Effects of Retro-Marketing in Professional Baseball on Team Pride, Loyalty, and Fan Expansion)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 26권 / 5호 / 483 ~ 493페이지
· 저자명 : 김희정, 최윤동

초록

This study aims for investigating how retro-marketing is associated with team pride, hometown loyalty and fan expansion. Sport audience who visited home grounds of professional baseball player teams were selected as participants. 600 questionnaires were distributed and 518 of them were adopted for actual analysis. SPSS 22.0 and AMOS 18.0 programs were used for data analysis. Moreover, frequency analysis, exploratory factor analysis, reliability analysis as well as correlation analysis were conducted in order to explore socio-demographic characteristics of subjects. Confirmatory factor analysis and path analysis were used in order to describe a causal relationship between confirmatory factor analysis and individual variable and to analyze hypothetical path models. First, outcomes from path analysis has found a remarkably positive influence as remembering among retro-marketing of the entire professional baseball teams gives impacts on team pride and hometown loyalty. Second, outcomes from path analysis has found a remarkably positive influence as event among retro-marketing of the entire professional baseball teams influences on team pride and hometown loyalty. Third, outcomes from path analysis has found a remarkably positive influence as environment among retro-marketing of the entire professional baseball teams influences on team pride and hometown loyalty. Fourth, outcomes from path analysis has found a remarkably positive influence as sense experience among retro-marketing of the entire professional baseball teams gives impacts on team pride and hometown loyalty. Fifth, results from path analysis in terms of the impact of retro-marketing of the entire professional baseball teams on fan expansion turned out uninfluential. Sixth, results from path analysis had reportedly tremendous impacts on audience effects among fan expansion in terms of the influence of team pride of the baseball teams over fan expansion. Meanwhile, the results had no remarkable impacts on both audience effects and behavioral intention.Seventh, results from path analysis found that the influence of hometown loyalty of the baseball teams over fan expansion had little impacts.

영어초록

This study aims for investigating how retro-marketing is associated with team pride, hometown loyalty and fan expansion. Sport audience who visited home grounds of professional baseball player teams were selected as participants. 600 questionnaires were distributed and 518 of them were adopted for actual analysis. SPSS 22.0 and AMOS 18.0 programs were used for data analysis. Moreover, frequency analysis, exploratory factor analysis, reliability analysis as well as correlation analysis were conducted in order to explore socio-demographic characteristics of subjects. Confirmatory factor analysis and path analysis were used in order to describe a causal relationship between confirmatory factor analysis and individual variable and to analyze hypothetical path models. First, outcomes from path analysis has found a remarkably positive influence as remembering among retro-marketing of the entire professional baseball teams gives impacts on team pride and hometown loyalty. Second, outcomes from path analysis has found a remarkably positive influence as event among retro-marketing of the entire professional baseball teams influences on team pride and hometown loyalty. Third, outcomes from path analysis has found a remarkably positive influence as environment among retro-marketing of the entire professional baseball teams influences on team pride and hometown loyalty. Fourth, outcomes from path analysis has found a remarkably positive influence as sense experience among retro-marketing of the entire professional baseball teams gives impacts on team pride and hometown loyalty. Fifth, results from path analysis in terms of the impact of retro-marketing of the entire professional baseball teams on fan expansion turned out uninfluential. Sixth, results from path analysis had reportedly tremendous impacts on audience effects among fan expansion in terms of the influence of team pride of the baseball teams over fan expansion. Meanwhile, the results had no remarkable impacts on both audience effects and behavioral intention.Seventh, results from path analysis found that the influence of hometown loyalty of the baseball teams over fan expansion had little impacts.

참고자료

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