프로축구관중의 관람태도가 타이틀스폰서 기업이미지에 미치는 영향 - 팀 동일시 수준에 따른 비교

Abstract

The purpose of this study was to examine the structural relationships among the factors such as spectator attitude, spectator satisfaction, spectator`s trust in a team, sponsor identification, and corporate images according to the level of spectators` team identification. A total of 1,300 of spectators from pro-football games of 12 different sites were selected and only 1,211 of the responses were used as the final data for this research. In order to analyze the data, SPSS WIN Ver. 12.0 and AMOS 7.0 were used. The results of this study were as follows; The model was tested and the fit indices for the model were found to be acceptable with χ²=1949.671(p= .000), CFI=.940, TLI=.935, RMSEA=.045. The hypotheses that were tested in this research were; 1-1) pro-football spectators` attitudes will have am effect on spectator satisfaction 1-2) pro-football spectators` satisfaction will have an effect on spectators` trust in a team 1-3) Pro-football spectators` satisfaction will have an effect on sponsor identification 1-4) pro-football spectators` trust in a team will have an effect on sponsor identification 1-5) sponsor identification will have an effect on corporate image. All of the results, except the hypotheses 1-3 and 1-4 in lower team identification group, indicated a statistically significant relationship. Therefore, the hypotheses, excluding 3 and 4 in lower team identification group, were accepted. The hypothesis 2, the influence among factors of spectator attitude, satisfaction, trust, sponsor identification, and corporate image will be different based on the level of team identification of spectators, was rejected.