Abstract
This study aims to examine the effects of sport fan identification on the relationship between category of professional baseball related product(real products, expanded products) and its spectator satisfaction or revisit intentions. This empirical study snalysis was performed on data from 265 spectators during home games of ‘2012 Korean Professional Baseball League’. As for its analysis method, frequency analysis, reliability analysis, EFA(exploratory factor analysis) and hierarchical multiple regression analysis were done by using SPSS17.0. The result of this study are as follows: i) in the relationship between the product category and spectators sat-isfaction, sports fans higher in identification have a positive effects on both of real products and expanded products, whereas fans lower in identification showed the positive effects only on expanded products. ii) in the relationship between the product category and revisit intentions, sports fans higher in identification have a positive effects on both of real products and expanded products, whereas fans lower in identification showed the positive effects only on expanded products.
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