코로나바이러스(COVID-19)에 관한 프로야구·축구 팬의 의사결정과정 분석 : 계획된 행동이론을 적용하여 (Analysis of Professional Baseball and Soccer Fans’ Decision-Making Process on COVID-19: Using the Theory of Planned Behavior)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 84호 / 49 ~ 64페이지
· 저자명 : 정윤덕

초록

Purpose: The purpose of this study is to investigate the structural relationships among perceived risk, at titude, subjective norm, perceived behavior control and behavioral intention using the theory of planned be havior, and examine the moderating effect of gender. Responses obtained from 250 college students who ever attended a professional baseball or a soccer match at a stadium in 2019 were utilized.
Method: The validity and reliability of the involved measures were examined through conducting confirma tory factors, and Cronbach’s alpha analyses. A structural equation modeling analysis was conducted to inves tigate the relationships between the research variables, and multiple group analysis was carried out to explore the moderating effect of gender.
Results: The results were: (1) perceived risk had a negative effect on attitude, (2) attitude acted as an an tecedent of behavioral intention, (3) subjective norm led to behavioral intention, and (4) perceived behavior control was a critical factor in improving behavioral intention. In addition, gender had a substantial moderation effect on the relationship between subjective norm and behavioral intention, which indicates that the effect of subjective norm on behavioral intention was more of a determinant for females.
Conclusion: Therefore, team managers or marketers should beef up quarantine efforts to decrease per ceived risk. They should also increase attitude, subjective norm, and perceived behavior control of sports fans to improve intention to attend a professional baseball or soccer match.

영어초록

Purpose: The purpose of this study is to investigate the structural relationships among perceived risk, at titude, subjective norm, perceived behavior control and behavioral intention using the theory of planned be havior, and examine the moderating effect of gender. Responses obtained from 250 college students who ever attended a professional baseball or a soccer match at a stadium in 2019 were utilized.
Method: The validity and reliability of the involved measures were examined through conducting confirma tory factors, and Cronbach’s alpha analyses. A structural equation modeling analysis was conducted to inves tigate the relationships between the research variables, and multiple group analysis was carried out to explore the moderating effect of gender.
Results: The results were: (1) perceived risk had a negative effect on attitude, (2) attitude acted as an an tecedent of behavioral intention, (3) subjective norm led to behavioral intention, and (4) perceived behavior control was a critical factor in improving behavioral intention. In addition, gender had a substantial moderation effect on the relationship between subjective norm and behavioral intention, which indicates that the effect of subjective norm on behavioral intention was more of a determinant for females.
Conclusion: Therefore, team managers or marketers should beef up quarantine efforts to decrease per ceived risk. They should also increase attitude, subjective norm, and perceived behavior control of sports fans to improve intention to attend a professional baseball or soccer match.

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