지역사회 애착도가 지역연고 프로스포츠팀 동일시와 충성도에 미치는 영향

Abstract

The purpose of this study was to provide useful information to help establish mutually cooperative relations among communities, pro sports teams, and local residents by analyzing regional attachment by local residents` their effects on local pro sports team identification and loyalty in order to activate national pro sports based on local relations, or to induce local residents` participation. Hypotheses were tested by a systematic procedure, drawing the following conclusions. First, as for effects of regional attachment on team identification, local identity and local dependency had significant effects on team identification. Second, as for effects of regional attachment on team loyalty, local identity and local dependency had significant effects on behavioral loyalty, while local identity, local dependency, and local acquaintanceship had significant effects on attitudinal loyalty. Third, as for effects of team identification on team loyalty, team identification had significant effects on both behavioral and attitudinal loyalty. To put the results together, pro sports activation should be preceded by local residents` active participation, including team identification and loyalty, which are affected by attachment to a community. It is considered important to make efforts to enhance a feeling of attachment to the community among local residents in order to activate national pro sports based on regional relations. It is necessary for communities to take interest in development of local pro sports teams and allow local residents to feel attached to them; characterization of potential customers who are not loyal fans will be useful in analyzing sports fan behavior.