프로야구 소비자의 위기커뮤니케이션 인식과 종목 평판 및 충성도와의 관계

Abstract

The purpose of this study is to analyze how the perception of crisis communication affects the event reputation and loyalty in case of negative media reports related to professional baseball and to use it as a basic data in the crisis management strategy of the professional baseball market. In order to achieve the purpose of the research, a survey was conducted using the convenience sample extraction method for professional baseball consumers from June 1, 2019, to June 30, 2019, and 528 copies of data were used for the final analysis. It became. Data processing included regression analysis. As a result, the following conclusions were made. First, product crisis awareness and environmental crisis awareness, among the four sub-factors that constitute crisis communication awareness, had a positive effect on event reputation. Although professional baseball has a high awareness of product crisis and environmental crisis, it has played a positive role in event evaluation. Second, the awareness of the industrial crisis, product crisis, and environmental crisis among the four sub-factors that constitute crisis communication awareness positively affected loyalty. It can be interpreted that loyalty works positively even though the awareness of the industrial crisis, product crisis awareness, and the environmental crisis are high. Third, the reputation of professional baseball has a positive effect on loyalty. This suggests that the positive reputation of professional baseball consumers increases their loyalty.