프로축구 관람 소비자의 관람제약요인, 응원활동, 응원몰입 및 소비자행동 관계 : 응원몰입의 매개효과와 구단신뢰의 조절효과

Abstract

The purpose of this study was to closely examine relationship among Professional football spectating consumers’watching limitation, cheering activity, cheering commimt ent, and consumer behavior. Also, the aim was to utilize it as useful information available for establisihng a marketing strategy by verifying the mediatin g effect of cheering commitment according to relationship between watching limitation and consumer behavior and the mediating effect of cheering commitment accordingo t relationship between cheering activity and consumer behavior. For this, a questionnaire survey was carried out targeting home spectators who directly visited Sangam World-Cup Stadium for watching games of 「Hyundai Oil Bank K-League 2011」. It examined questionnaire given data analysis and used 425 copies except 7 5copies of questionnaires, which have insincere response or were omitted. An analysis of the collected dat was carried out exploratory factor analysis ,reliability analysis, and correlation analysis by using SPSS 18.0 Window Version. Confirmatory factor analysis and SEM(Structural Equation Model) were carried out by using AMOS 18.0. The following results were elicited. First, the watching limitation was indicated to have negative(-) significant influence upon cheering commitment. Second, cheering activity was indicated to have positive+() significant influence upon cheering commitment. Third, cheering commitment was indicated to have positive(+) significant influence upon consumer behavior. Fourth, watching limitation was indicated to have negative(-) significant influence upon consumer behavior. Fifth, cheering activity was indicated not to have positive(+) significant influence upon consumer behavior. Sixthly, the partial mediating effect of cheering commitment was indicated in relationship between watching limitation and consumer behavior. Seventh, the perfect mediating effect of cheering commitment was indicated in relationship between cheering activity and consumer behavior. Eighth, the moderating effect o f team confidence(high/low) was indicated in relationship among watching limitation, cheering activity, cheering commitment and consumer behavior, in relationship between watching limitation and consumer behavior and in relationship between watching limitation and cheering commitment.