프로스포츠 구단 웹사이트 이용만족도가 사이트 재방문 및 직접 경기관전에 미치는 영향

Abstract

The purposes of this study were 1)to identify the effects of satisfaction with such websites on the rate of revisit to the websites and their game attendance, and ultimately, 2)to provide basic information for applications of sports team marketing through the websites. 592 were analyzed questionnaires for students attending universities in Seoul. Multiple regression analysis were used to fulfill the purposes of this study. The results of this study were as follows: The intention to revisit the web site and to watch a professional sport game directly was affected by the satisfaction rate of the acquisition of desired information, the services offered, and the convenience of information search. Futhermore, the satisfaction rate of the acquisition of desired information was the most affective factor for revisiting the web site and watching the game.