프로농구 관람 소비자의 심리적 몰입이 소비행동에 미치는 영향

Abstract

The professional sport fan makes an important contribution to the success of most professional team primarily through financial support(eg., ticket sales, licensed products sales). Researchers have been interested in the professional fan behaviors as consumer behaviors. However, most of researcher has been focused on game attendance or game attendance intention as fan behaviors. The purpose of this study was to examine the relationship between psychological commitment to team(PCT) and game attendance intention, purchase intention of licensed products at professional basketball fans. Subjects(n=356) were collected at a professional basketball home game on four games. we estimated the hypothesized simple regression using SPSS. These results suggest that PCT were positive and significantly related to the game attendance intention, purchase intention of licensed products. The finding of this study show that professional basketball team manager enhance relationships by providing an environment that promotes the PCT and create game attendance intention, purchase intention of licensed products.