프로농구 관여도 및 경기관람 유인요인이 팀 충성도에 미치는 영향

Abstract

Sports have increasingly become one of the most common topics in our daily life. Today`s sports marketing is grown as one of the newest industries with fast economic development. It is getting important as one of the public recreation with economic development, demand of recreational well-being, and need for reduce stress, and sports business is based on the pleasure of sports. and as the masses want to see higher technique and play of competitive players, development of professional sports is necessary to satisfy their demand. The purpose of this study was to analyze the effects of professional basketball involvements and spectating factors of game on team loyalty, and to investigate relation of customers` behavior. The conclusions were as follows; First, team loyalty consisted in behavior loyalty and attitudinal loyalty was affected positively by professional basketball involvement. This result was directly shown that to develop professional and to extend of spectators` inducement, by stages, and systematically, the efforts to heighten involvement should be required. Second, behavior loyalty was affected by game condition factor and public relation factor, and attitudinal loyalty was affected by public relation factor, food service factor, and game condition factor. In the results of this study, the most important factor was game condition factor and public relation factor of spectating game, and because spectating satisfaction and re-purchase could affect by team loyalty, to higher team loyalty sports marketing manager should publicity effort continuously and systematically. And professional basketball league and teams should develop and effective community relation programs. Through these programs, professional basketball teams bring various benefits and effects of image reform. Lastly, to develop professional basketball league, qualitative elevation of game ability should be required. Sometimes sports marketers could be impossible to game situation and game ability factors. Accordingly, to collect professional basketball fans, first of all, they should bringing up and scout for talented player, and make star player. And, sports marketers should offer various spectate opportunities, events, the book of public relation, and the information of the player and team actions.