The reciprocal relation between professional baseball league and local baseball clubs
The purpose of this study was identify the relationship between the experience effect and purchase intention of professional baseball league and local baseball club.This study also attempted to identify the reciprocal relation between professional baseball league and local baseball clubs.The questionnaires were used and the subjects were 450 spectators of professional baseball league in Korea.Total 450 questionnaires were collected from samples, and among them 437 valid samples were used as final data excluding 13 questionnaires which were not faithful ones.The data were recorded and analyzed using the SPSS Ver19.0 statistical computer package.Exploratory factor analysis, correlation analysis and regression analysis were performed.The results are as follows: First, experience effect had a significant impact on professional baseball league expectation and local baseball clubs expectation.Second, professional baseball expectation had significant impact on professional baseball league satisfaction.In addition, local baseball clubs expectation had a significant impact on local baseball club satisfaction.Third, professional baseball league satisfaction and local baseball clubs satisfaction had a significant impact on each factor in purchase intention.Fourth, professional baseball league satisfaction had a significant impact on local baseball clubs purchase intention.Finally, local baseball clubs satisfaction had a significant impact on professional baseball league purchase intention.Marketing implications were also discussed.
Seo Hee-Jung Han A-Reum Lee Yun-Jung Park Hee-Young Kim Sun-Jung
Dankook University Dongduk Womens University Hanyang University Sungshin Womens University
国际会议
珠海
英文
203-208
2013-01-11（万方平台首次上网日期，不代表论文的发表时间）