프로스포츠 관람제약요인과 응원활동, 응원몰입 및 관람만족 관계 검증

Abstract

A research on professional sports spectatorship constraints has great influence in a sense of clarifying a cause for spectatorship constraints and of offering information on the pro sports spectating activation. The background that professional sports could be continuously deveolped through competition in good faith with other leisure activities is not only because it offers opportunity of sound leisure activity to people as the spectating sport, but also because the phenomenon of cheering commtmi ent through creative, unique and passionate cheering activity peculiar to pro sports is functioning as a detonator of pro sports with highlighting the stadium atmosphere. Accordingly, the purpose of this study iso t establish a differentiated marketing strategy in line with pro sports characteristics by analyzing which difference there is in relationship among pro sports spectatorship constraints, cheering activity, cheering commitment and spectating satisfaction. The research subjects were carried out targeting home spectatosr with 380 people for 「2011 Lotte Card Professional Baseball」, 374 people for 「Hyundai Oil Bank K-League 2011」, 377 people for 「2010-2011 Hyundai Mobis Professional Basketball」, and 378 people for 「2010-2011 NH V-League」. Questionnaire was composed of spectatorship constraint factor, cheering activityf actor, cheering commitment factor and spectating satisfaction factor. Reliability in each of factors wasi ndicated to be more than .70 in all factors. Dat a processing was carried out EFA(exploratory factor analysis) byu sing SPSS 18.0 Window Version. Also, the fit and the individual hypothesis of research model were veriefid through CFA(Confirmatory factor analysis) and SEM(Structural Equation Model) by utilizing AMOS 16.0. Andt o secure convergent validity, AVE(average variance extracted) and conceptual reliability were confirmed. Examining the findings, first, the relationship between pro sports spectatorship constraints and cheering commtmi ent was indicated that there is difference among pro baseball, pro basketball, pro football, and pro volleyball. Second, the relationship between pro sports cheering activity and cheering commitment was indicatedt hat there is no difference among pro bas-e ball, pro football, pro basketball, and pro volleyball. Third, the relationship between pro sports cheering commitment and spectating satisfaction was indicated that there atefr purchase is no difference among pro bas-e ball, pro football, pro basketball, and pro volleyball. Fourth t,he relationship between pro sports spectatorship constraints and spectating satisfaction was indicated that theer is difference among pro football, pro basebal l, pro basketball, and pro volleyball. Fifth, the relationship bteween pro sports cheering activity and spectating satisfaction was indicated that there is difference among pro baseball, pro volleyball, pro football, and pro basketball. Examining the specific results of hypothesis verification, they are as follows. As a result of empirical analysis on Hypothesis 1, the pro baseball and pro basketball were rejected. As a result of empirical analysis on Hypothesis 2, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 3, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 4, the pro football was adopted. Pro baseball, pro basketball and pro volleyball were rejected. As a result of empirical analysis on Hypothesis 5, the pro baseball and pro volleyball were adopted. Pro football and pro basketball were rejected. In light of these findings, the spectating satisfaction is considered to be likely to naturally get higher given solving the spectatorship constraints amid the deepening market competition and allowing the audiences to be committed to cheering based on active cheering activity in order to further develop pro sports.