노스탤지어(nostalgia)를 활용한 마케팅과 프로야구 구단에 대한 태도 및 관람의도 간의 구조적 관계

Abstract

The purpose of this study is to investigate the effect of nostalgia - based marketing on the attitude toward the professional baseball team and the revisit intention. The questionnaire was used as a measurement tool in this study. The subjects of the study were Doosan fans who viewed professional baseball games at ‘Old Uniform Day’ conducted by Doosan Bears on August 13, 2018. Of the total of 210 samples, 203 samples were used as valid samples. The collected questionnaires were analyzed by frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and path analysis using IBM SPSS 25.0 and AMOS 22.0. First, it was confirmed that nostalgia recognition had a positive effect on nostalgia marketing attitude. Second, nostalgia recognition had positive (+) influence on team attitude, but not on revisit intention. Third, nostalgia marketing attitude has a positive effect on team attitude and revisit intention. Fourth, the team attitude has a positive effect on the revisit intention. It is meaningful that the result of this study shows the effectiveness of the nostalgia marketing of professional baseball team represented by ‘Old Uniform Day’, and the basic data for establishing the marketing strategy.