프로농구 구단의 마케팅믹스와 관계의 질 및 행동의도의 구조적 관계 검증

Abstract

The purpose of this study is to establish a marketing strategy in line with the characteristics of men's pro basketball by verifying the structural relationship among variables of marketing mix, relational quality and behavioral intention in professional basketball teams and by inspecting the mediating effect of the relational-quality factor in causality among these things. To achieve this objective, a questionnaire survey was conducted targeting totally 400 copies of samples through sampling by 200 copies in each team targeting the spectators who directly visited the home grounds of Anyang KGC and Goyang Orions in order to watch the men's pro-basketball games in 2013-2014. Excluding 18 copies of the insincere questionnaire out of this, 382 copies were used in the final analysis. The collected data were carried out EFA(exploratory factor analysis) by using SPSS 18.0 Windows Version. The goodness-of-fit and the individual hypothesis in a research model were verified through CFA(confirmatory factor analysis) and SEM(Structural Equation Model) with the application of AMOS 18.0. According to the research method and procedure in the above, the following conclusions were obtained. First, marketing mix was indicated to have significant influence upon behavioral intention. Second, marketing mix was indicated to have significant influence upon relational quality. Third, relational quality was indicated to have significant influence upon behavioral intention. Fourth, marketing mix was indicated to have significant influence upon behavioral intention after passing through the relational quality, thereby having been shown to have the perfect mediating effect.

The purpose of this study is to establish a marketing strategy in line with the characteristics of men's pro basketball by verifying the structural relationship among variables of marketing mix, relational quality and behavioral intention in professional basketball teams and by inspecting the mediating effect of the relational-quality factor in causality among these things. To achieve this objective, a questionnaire survey was conducted targeting totally 400 copies of samples through sampling by 200 copies in each team targeting the spectators who directly visited the home grounds of Anyang KGC and Goyang Orions in order to watch the men's pro-basketball games in 2013-2014. Excluding 18 copies of the insincere questionnaire out of this, 382 copies were used in the final analysis. The collected data were carried out EFA(exploratory factor analysis) by using SPSS 18.0 Windows Version. The goodness-of-fit and the individual hypothesis in a research model were verified through CFA(confirmatory factor analysis) and SEM(Structural Equation Model) with the application of AMOS 18.0. According to the research method and procedure in the above, the following conclusions were obtained. First, marketing mix was indicated to have significant influence upon behavioral intention. Second, marketing mix was indicated to have significant influence upon relational quality. Third, relational quality was indicated to have significant influence upon behavioral intention. Fourth, marketing mix was indicated to have significant influence upon behavioral intention after passing through the relational quality, thereby having been shown to have the perfect mediating effect.