Baseball Spectators Research Articles

야구팬들의 관람,참여 동기 비교 분석

People can be motivated in numerous ways. Researchers state that motivation is "a process through which a person makes use of available resources, time, talent, and energy, and distributes them in a way they choose". This study presents an interpretive result that has been made in the investigation of the baseball participants` and spectators` motivations those affect participating and spectating at the baseball games. In addition to the investigation their motivations to participate and spectate at the baseball game, this study also examines the relationships among their motivations. Survey methodology was employed to distribute the questionnaire to 437 participants. Group A who only watched baseball games consisted of 211 spectators. Group B who both participated and watched baseball games consisted of 226 participants. The survey questionnaire for this study was translated from English to Korean versions by three experts who were bilingual in both languages. Data analyses for this study included a confirmatory factor analysis for testing the validity of the motivation items, a Cronbach`s α for evaluating the internal consistency of the motivation construct, a multiple regression analysis for investigating the relationships between motivations, commitment, and involvement, and a MANOVA for revealing motivation differences between baseball participants and spectators. Results indicate that there are important research findings in this study. First, with respect to the comparisons of differences between motivation constructs and game attendance levels, all five motivation constructs were defined as factors that positively influenced game attendance. Among five constructs, Stress Reduction accounted for the most significant amount of variance in attendance. Second, there are group differences between baseball spectators and participants in terms of their spectator and participant motivations. The research result indicates that all motivation constructs(Self Actualization, Stress Reduction, Aggression, and Affiliation) except for one construct(Skill Mastery) are statistically significant between groups. The research founds evidences of differences between baseball spectators and participants in terms of their motivations that affected their sport related behaviors. It is recommended that future research investigate motivations with more research participants as well as differences among different sports in terms of inspecting motivations affecting sport consumer behaviors.

프로야구 관중의 경험적 소비와 소비감정, 고객만족, 신뢰, 팀태도 및 재관람의도와의 관계

The purpose of this study was to investigate the structural effect of baseball spectators` experiential consumption on revisit intention by using structural equation model. This research set 300 spectators of Lottecard professional baseball as its study object on convenience sampling, and used 295 final valid samples. In addition, as for data processing, this research verified individual hypotheses after verifying model fit using SPSSWIN Ver. 18.0 and AMOS 18.0, and its results are as follows: First, the entertainment character among the sub-factors in experiential consumption was found to have a significant effect on consumption emotion, but sociality, symbolism, and diversity were found not to have a significant effect. Second, consumption emotion was found to have a significant effect on customer satisfaction. Third, customer satisfaction was found to have a significant effect on trust, attitude toward a team and revisit intention. Fourth, trust was found to have a significant effect on the revisit intention. Fifth, attitude toward a team was found to have a significant effect on revisit intention.

プロ野球観戦者のスポンサー連想がスポンサー・アイデンティフィケーション及びブランド反応に及ぼす影響

プロ野球観戦者のスポンサー連想がスポンサー・アイデンティフィケーション及びブランド反応に及ぼす影響

국내 프로야구의 관중과 마케팅 테크닉 전략

국내 프로야구의 관중과 마케팅 테크닉 전략

시계열 분석을 이용한 한국 프로야구 관중 예측연구(2011-2015)

시계열 분석을 이용한 한국 프로야구 관중 예측연구(2011-2015)

프로야구단 웹사이트 이용만족, 사이트재방문, 구매의도의 관계

The purpose of this study was to seek ways to make the web-site which are operated by Korean professional baseball team as a successful marketing tool. The relationships between web-site utilization satisfaction, web-site revisit, and purchase intention of professional baseball spectators were examined for this study. The data, based on 988 questionnaires from Seoul Jamsil baseball stadium and Busan Sajik baseball stadium, were analyzed by reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation model through SPSS Win Ver. 12.0 and AMOS Ver. 7.0. The results of this study were as following: First, all factors except interaction satisfaction among the subordinate factors of web-site utilization satisfaction have an impact on web-site revisit. Second, All factors except communication satisfaction among web-site utilization satisfaction influence on purchase intention. Finally, web-site revisit have an effect on purchase intention. Through above mentioned results, Pro-baseball teams` web-site could be a significant marketing strategic tool, performed as a role of medium to interact and communicate between teams and users.

A Preliminary Study on Changes in Korean Baseball Spectators' Culture

A Preliminary Study on Changes in Korean Baseball Spectators' Culture

Recycling intentions among youth baseball spectators

In drawing from the theory of planned behaviour, the purpose of this research project was to examine factors that influence sport spectators’ intentions to recycle plastic bottles. In Study 1 ( n = 144 students), the authors developed and provided validity evidence for a questionnaire measuring recycling behaviour. In Study 2, data were collected from adult spectators ( n = 129) who were attending a weekend-long youth baseball tournament. Results point to the importance of subjective norms and other spectators’ recycling expectations. In all, the model explained 30% of the variance in recycling intentions. Implications for theory and policy development are discussed.

프로야구 관람동기, 관람만족, 팀 충성도 및 재관람의도의 관계

프로야구 관람동기, 관람만족, 팀 충성도 및 재관람의도의 관계

프로야구 관람자의 관람동기가 정신집중, 시간적 개념인지결여, 경기만족에 미치는 영향

프로야구 관람자의 관람동기가 정신집중, 시간적 개념인지결여, 경기만족에 미치는 영향

Sport Loyalty Programs and Their Impact On Fan Relationships

This paper examines the effectiveness of a sport loyalty program in fostering fan relationships with a team and its sponsors. The study of 268 US baseball spectators revealed that, in the mind of the fan, loyalty programs generally consist of three underlying components. When these components perform well, they can fuel a member's sense of attachment to a team and their tendency to purchase sponsor products. Recommendations to improve loyalty program performance focus on tactics that build member relationships and identification with the team.

How Consumers Consume: A Typology of Consumption Practices

This article examines what people do when they consume. In recent interpretive consumer research, three research streams have emerged, each portraying how people consume through a distinctive metaphor: consuming as experience, consuming as integration, and consuming as classification. The research reported here—a two-year observational case study of baseball spectators in Chicago's Wrigley Field bleachers—builds on this literature to systematically detail the universe of actions that constitute consuming. The resulting typology refines, extends, and synthesizes the three existing approaches to consuming and adds a fourth dimension—consuming as play—to yield a comprehensive vocabulary for describing how consumers consume. The usefulness of the typology is demonstrated by applying it to develop an alternative conception of materialism as a style of consuming.

Age of Spectators as a Factor Influencing Behavior at Minor League Hockey and Baseball Games

To assess the behavior of 10 age groups of spectators while viewing children's minor league hockey and baseball games the behavior of 272 (males = 142, females = 130) randomly selected hockey spectators and 90 (male = 46, female = 44) randomly selected baseball spectators was assessed on the Spectator Observation Code. The predominant behavior emitted during each 10-sec. observation interval was recorded. During each session, three subjects were observed in serial order for the duration of the hockey or baseball game. Data were analyzed by one-way analysis of variance and Newman-Keuls comparison tests. Significant differences existed for some spectator behaviors when the age of spectator varied.