프로야구 선수의 비윤리적 행동으로 인한 선수이미지가 구단이미지 및 재관람의도에 미치는 영향

Abstract

This research tries to find out how image made by professional baseball player's unethical behaviors have influences on team images and visitors' intention of re-visiting. 211 baseball fans were surveyed online. Surveys were analyzed by frequency with SPSS, exploratory factor, reliability, and corelation. Also, simple regression analysis and multiple regression analysis were conducted to prove influences between factors. The followings are results. First, image on professional baseball players have positive influences on teams' competitiveness, a sub-factor in judging team images. Second, image on professional baseball players have positive influences on team communication, a sub-factor in judging team images. Third, image on professional baseball players have positive influences on fans' intention of visiting again. Fourth, teams' competitiveness, a sub-factor in judging team images, does not have positive influences on fans' intention of visiting again. Last, team communication, a sub-factor in judging team images, have positive influences on fans' intention of visiting again.