축구팬이 원하는 경기력 요인과 고객만족, 구단 이미지, 구단 충성도의 구조적 관계 (Structural Relationship among Performance Factors Expected by Football Fans, Customer Satisfaction, Club Image and Club Loyalty)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 26권 / 1호 / 665 ~ 678페이지
· 저자명 : 김용래

초록

The purpose of this study is twofold. The first is to analyze the athletic performance, the very fundamental unit that makes the fans passionate about the game, perceived by soccer fans. The second is to empirically examine how the effect of new factors on the consumer behavior of soccer fans, i.e.
customer satisfaction, club image and club loyalty, demonstrates psychological changes. As the subjects for the study, male students attending the Gwangju and Jeonnam H university were selected of the surveys, 358 were selected as valid samples after excluding undependable ones from the biased samples selected via simple random sampling. Factor analysis, reliability analysis, correlation analysis and structure equation model analysis were conducted on the collected samples using SPSS 18.0 and AMOS 18.0 programs. To establish validity of the research model of this study, a structure equation model analysis was conducted. First, fast-paced game operation displayed statistically significant influence on customer satisfaction. Second, communication with the members displayed statistically significant influence on customer satisfaction. Third, good sportsmanship displayed statistically significant influence on customer satisfaction. Fourth, fast-paced game operation did not display statistically significant influence on the club image. Fifth, communication with the members displayed statistically significant influence on the club image. Sixth, good sportsmanship displayed statistically significant influence on the club image. Seventh, customer satisfaction and club image did not display statistically significant influence on the club loyalty. Eighth, face-paced game operation displayed statistically significant influence on the club loyalty. Ninth, communication with the members and good sportsmanship did not display statistically significant influence on the club loyalty

영어초록

The purpose of this study is twofold. The first is to analyze the athletic performance, the very fundamental unit that makes the fans passionate about the game, perceived by soccer fans. The second is to empirically examine how the effect of new factors on the consumer behavior of soccer fans, i.e.
customer satisfaction, club image and club loyalty, demonstrates psychological changes. As the subjects for the study, male students attending the Gwangju and Jeonnam H university were selected of the surveys, 358 were selected as valid samples after excluding undependable ones from the biased samples selected via simple random sampling. Factor analysis, reliability analysis, correlation analysis and structure equation model analysis were conducted on the collected samples using SPSS 18.0 and AMOS 18.0 programs. To establish validity of the research model of this study, a structure equation model analysis was conducted. First, fast-paced game operation displayed statistically significant influence on customer satisfaction. Second, communication with the members displayed statistically significant influence on customer satisfaction. Third, good sportsmanship displayed statistically significant influence on customer satisfaction. Fourth, fast-paced game operation did not display statistically significant influence on the club image. Fifth, communication with the members displayed statistically significant influence on the club image. Sixth, good sportsmanship displayed statistically significant influence on the club image. Seventh, customer satisfaction and club image did not display statistically significant influence on the club loyalty. Eighth, face-paced game operation displayed statistically significant influence on the club loyalty. Ninth, communication with the members and good sportsmanship did not display statistically significant influence on the club loyalty

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