프로야구 방송중계권료 수익 배분에 관한 분배공정성 원칙

Abstract

Purpose: The purpose of this study is to examine the principles of distributive justice held by male and female fans of a Korean Professional Baseball League in allocating broadcasting rights revenues.<BR> Methods: A total of 380 participants from professional baseball fans responded to the survey questionnaire, which contained a scenario describing the allocation of broadcasting rights revenues to teams. The nine allocation principles listed under the scenario were: (a) equality of treatment, (b) equality of results, (c) equality of opportunity, (d) win-loss records, (e) spectator appeal, (f) effort, (g) need due to lack of resources, (h) need due to high operating costs, and (i) need to be competitively successful.<BR> Results: Results indicated significant differences in the perceived fairness of distribution principles based on gender. Specifically, males perceived equality-based principles such as equality of treatment and equality of results fairer than those of females, while females perceived equity-based principles such as win-loss records, spectator appeal and effort fairer than those of males. Results also indicated that win-loss records was identified as the most fair distribution principle among eight principles.<BR> Conclusion: The overall findings of this study would provide some meaningful information for the decision makers of professional sport leagues on how broadcasting rights revenues can fairly be allocated.