성별에 따른 프로야구 관중의 관람결정요인, 관람만족 및 재 관람의도 인과관계 분석

Abstract

The purpose of this study was to examine the relationship among factors affecting decision to spectate, spectator satisfaction and revisiting intention in professional baseball games according to gender. To accomplish of this study, 613 spectators from seven pro-baseball games were surveyed by means of the revised questionnaires. The content validity and reliability of the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.728~.896. For data analysis, frequency analysis, exploratory factor analysis, confirmatory fact or analysis, Cronbach`s α, Pearson`s r, structural equation mode(SEM)l were conducted by SPSS WIN Ver. 10.0 and AMOS 4.0. The major findings obtained from this study were as followings: First, factors affecting decision to spectate of pro-baseball games by the male and female such as facility factor, play environment factor, and cost factor had significantly a positive effect on spectator satisfaction, but promotion factor had no significantly a positive effect on spectator satisfaction. Second, factors affecting decision to spectate of pro-baseball games by the male and female such as facility factor, play environment factor, and cost factor had significantly a positive effect on revisiting intention of pro-baseball spectators, but promotion factors had no significantly a positive effect on revisiting intention. Finally, the result of this study also indicated that males and female spectators satisfaction had significantly a positive effect on revisiting intention of pro-baseball spectators.