지역사회 애착도가 지역연고 프로스포츠팀 동일시와 충성도에 미치는 영향 (The Effect of Regional Attachment on Regional Connection Prosports Team Identification and Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 40호 / 269 ~ 278페이지
· 저자명 : 최명수, 김장환, 이효경

초록

본 연구의 수행절차 및 연구방법에서 비롯된 문제점과 후속 연구에서 고려하여야 할 제언을 다음과 같이 제시하고자 한다.
첫째, 본 연구에서는 연구의 대상을 대구광역시를 연고로 하는 프로스포츠팀과 대구광역시가 연고지인 대학생 중심으로 편의추출하였기에 일반화하는 데 다소 무리가 있다. 따라서 후속연구에서는 전 지역을 대상으로 확대하여 연구의 일반화를 위한 시도가 필요하겠다.
둘째, 본 연구에서는 지역연고 프로스포츠팀의 선정에 있어 종목의 구분이 없이 대구광역시를 연고로 하는 프로스포츠팀을 모두 포함하였기에 후속연구에서는 종목별 세분화한 분석이 이루어져야 할 것으로 사료된다

영어초록

The purpose of this study was to provide useful information to help establish mutually cooperative relations among communities, pro sports teams, and local residents by analyzing regional attachment by local residents’ their effects on local pro sports team identification and loyalty in order to activate national pro sports based on local relations, or to induce local residents’ participation.
Hypotheses were tested by a systematic procedure, drawing the following conclusions.
First, as for effects of regional attachment on team identification, local identity and local dependency had significant effects on team identification.
Second, as for effects of regional attachment on team loyalty, local identity and local dependency had significant effects on behavioral loyalty, while local identity, local dependency, and local acquaintanceship had significant effects on attitudinal loyalty.
Third, as for effects of team identification on team loyalty, team identification had significant effects on both behavioral and attitudinal loyalty.
To put the results together, pro sports activation should be preceded by local residents’ active participation, including team identification and loyalty, which are affected by attachment to a community.
It is considered important to make efforts to enhance a feeling of attachment to the community among local residents in order to activate national pro sports based on regional relations.
It is necessary for communities to take interest in development of local pro sports teams and allow local residents to feel attached to them; characterization of potential customers who are not loyal fans will be useful in analyzing sports fan behavior.

참고자료

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