프로야구 구단의 통합마케팅커뮤니케이션(IMC)과 구단동일시 및 장기지향성의 관계

Abstract

Purpose: The purpose of this study is to investigate the relationship among the integrated marketing communication (IMC) of professional baseball teams, team identification, and long-term relationship orientation.BR Method: In this study, spectators watching professional baseball were set as a population. A survey was conducted on 205 fans who watched the Doosan Bears’home game using the convenience sampling method. Finally, a total of 178 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, and structural equation model analyses were conducted using SPSS 21.0 and AMOS 21.0.BR Results: Main results are as follows: First, the stakeholder connectivity and interactivity of professional baseball teams’ IMC had positive effects on team identification. Second, team identification had a positive effect on long-term relationship orientation. Lastly, team identification mediated the relationship between stakeholder connectivity of professional baseball teams’ IMC and long-term relationship orientation.BR Conclusion: Therefore, professional baseball teams should identify IMC that fans perceive as important and establish effective marketing communication strategies to increase team identification and long-term relationship orientation.