프로야구 미디어데이의 시청동기와 시청태도, 시청만족 및 관람의도와의 구조적관계

Abstract

The purpose of this study was to analyze the structural relationships among viewing motivations of Korean baseball Media-day, viewing attitude, viewing satisfaction, and direct spectatorship. For the research, 500 questionnaires were distributed to spectators who visited baseball stadiums and 312 filled questionnaires were used for the further analysis. Data were analyzed using frequency analysis, correlation analysis and reliability analysis as well as confirmatory factor analysis for measurement reliability and validity. In addition, structural equation modeling was used to test hypotheses. The results of this study are as follows. First, viewing motivations of Korean baseball Media-day has significant influence on viewing attitude and viewing satisfaction. Second, viewing attitude has significant influence on viewing satisfaction. Third, viewing satisfaction has significant influence on direct spectatorship. Forth, attitude partially mediated the relationship between viewing motivations of Korean baseball Media-day and viewing satisfaction.