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프로야구경기장 서비스스케이프와 통제지각, 소비감정, 재방문 의도의 관계
Relationship among professional baseball stadium servicescape, control perception, consumer emotion, and revisit intention 원문보기

디지털융복합연구 = Journal of digital convergence, v.17 no.1, 2019년, pp.389 - 401  

마윤성 (연세대학교) ,  고경진 (한국스포츠정책과학원) ,  이광용 (경기대학교)

초록
AI-Helper 아이콘AI-Helper

본 연구의 목적은 프로야구 경기장을 방문한 관람객들의 서비스스케이프 체험과 현장에서의 통제지각, 소비감정, 재방문의도 의 관계를 규명하는 것이다. 총 273부의 설문지를 SPSS 20.0과 AMOS 20.0을 사용하여 분석을 실시하였다. 빈도분석과 신뢰도 분석, 확인적 요인분석, 상관관계분석을 통해 자료의 타당성을 검증하였으며, 구조방정식 모형분석을 실시하여 가설을 검증하였다. 첫째, 서비스스케이프는 통제지각에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 서비스스케이프에서의 통제지각은 소비감정에 유의한 영향을 미쳤다. 셋째, 서비스스케이프는 소비감정에 영향을 미쳤다. 넷째, 소비감정은 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결과는 야구경기장을 방문하는 관람객들이 서비스스케이프에 대한 긍정적 체험을 통해 재방문을 유도할 수 있음을 시사하였다. 구체적인 논의와 시사점을 본문에 서술하였다.

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study is to clarify the relationship between servicescape experience of visitors to professional baseball stadium, control perception on the spot, consumption emotion, and revisit intention. A total of 273 questionnaires were analyzed using SPSS 20.0 and AMOS 20.0. The validity o...

주제어

#프로야구 경기장   #서비스스케이프   #통제지각   #소비감정   #재방문의도  

표/그림 (8)

질의응답

핵심어 질문 논문에서 추출한 답변
서비스스케이프란? 이는 소위 서비스스케이프로 설명될 수 있으며 프로 야구가 경기장 시설을 기반으로 제반 서비스가 이루어지는 특성에 비추어 볼 때 경기장 서비스스케이프의 중요성이 강조될 수 있다. 서비스스케이프(servicescape)란 서비스 제공 주체가 제공하는 물리적, 환경적 서비스 요소의 통합체이다. [8]에 따르면 서비스산업에서 소비자 가치 전달기능을 높이기 위해 인위적으로 정립된 서비스 환경으로 표현되기도 한다.
프로야구의 양적․질적 성장은 단순한 관중 수 증가가 아니라 어떤 부분에도 영향을 주는가? 프로야구의 양적․질적 성장은 단순한 관람참여의 진작뿐만 아니라 TV 중계권료와 스폰서십, 식음료 판매비 등의 주요 파생 수입원에 대한 영향을 준다[3]. 또한, 필연적으로 스포츠팬들의 욕구를 다양화시키고 감성적으로 변화시켰다[4].
국내 스포츠 최초로 프로화가 시작된 프로야구의 역사적인 관중 흐름은 어떻게 되는가? 국내 스포츠 최초로 프로화가 시작된 프로야구는 1982년 출범한 해부터 폭발적인 관중 동원 효과를 보였다. 1993년에는 프로야구 역사 최초로 400만 관중 시대를 돌파하였으며, 1995년에는 사상 유례가 없는 540만 관중을 동원하면서 우리나라 최고의 관람 스포츠로 자리매김 하였다. 1998년 IMF(국제 통화 기금) 외환위기와 간판스타, 유망주들의 해외 진출 여파로 관중이 감소하였지만, 2008년 베이징 올림픽 금메달, 2009년 월드 베이스볼 클래식 준우승이라는 괄목할만한 성과에 힘입어 2008년 4월, 국내 프로야구가 개막된 이래 최단기간인 106경기 만에 관중 수 100만 명을 돌파하였 다. 2011년은 680만 명, 2012년 역대 최다 관중인 700만 명이 경기장을 찾았다[2]. 
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  86. J. Heo, Y. M. Kim, S. Y. Kim & J. S. Lee. (2011). The effect of physical environment of professional baseball on affect, customer satisfaction and loyalty. Korean Journal of Sport Management, 16(1), 57-70. 

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