Abstract
The purpose of this study was to examine the structural relationship between authenticity of professional baseball team, trust, attachment and team loyalty. The subjects of the study were 563 questionnaires who professional baseball fans. Data analysis used for SEM analysis and multiple mediator model analysis. After confirming the test of goodness of fit of a model, individual hypotheses was verified. The results were as follows: First, Authenticity of professional baseball team had a positive influence on trust. Second, Authenticity of professional baseball team had a positive influence on attachment. Third, Authenticity of professional baseball team had a positive influence on team loyalty. Fourth, Trust had a positive influence on attachment. Fifth, Trust had a positive influence on team loyalty. Sixth, Attachment had a positive influence on team loyalty. Seventh, Indirect mediation effect was significant in 2 paths[authenticity of professional baseball team → trust → team loyalty; authenticity of professional baseball team → trust → attachment → team loyalty].
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