팬 커뮤니티 마커가 팬 커뮤니티 구성원들의 유데모니아적 웰빙에 미치는 영향 : MZ세대와 X세대 간의 비교

Abstract

The purpose of this study was to examine if four markers of sport fan communities(that are composed of shared consciousness, rituals and traditions, collective intelligence, and reciprocal altruism) have positive effects on eudaimonic well-being of their MZ and X generation members, respectively and if there are differences in such effects between those two generations. In order to achieve this purpose, two multiple regressions were conducted with samples from baseball fan communities(n=212 f or MZ generation, n=167 for X generation). The results of this study are as follows. First, only three(shared consciousness, collective intelligence, and reciprocal altruism) of the four markers had positive effects on eudaimonic well-being of MZ generation. Second, only three(shared consciousness, rituals and traditions, and reciprocal altruism) of the four markers had positive effects on eudaimonic well-being of X generation. Third, the magnitude of such effects between the two generations varied. The findings provide both sport marketers and fan community members with insight into how they build fan communities that foster eudaimonic well-being of both MZ and X generations.