사회인 야구 동호인의 참여 속성, 결과 및 가치

Abstract

The purpose of this study was to uncover the relationships amogn amateur baseball participants, attributes ,consequences and personal values to baseball. To achieve objecitves of this study, a survey based on themeans-end theory explaining the linkage of attributes-consequences-personal values was designed and performed. For collecting data, laddering method was employed foro ne-on-one in deep interview. In total, 70amateur baseball players from Busan and Gyeonggi-do were interviewed from August to October, 2013. After collecting data, content analysis was firstly employed b ytwo researchers to categorize and code theraw data into specific attributes, consequences and personal values. Secondly, implication matrix was constructedbased on coded data, which indicated direct and indirect relationships among attributes, consequences,and values. Thirdly, the HVM(Hierarchical Value Map) for this study was drawn based on the implicationmatrix. The study results indicated that the research participants meniotned ‘uniform attachment’, ‘baseball-relatedexperience’, ‘baseball performance’, ‘relationships with others’ and ‘specific team preference’ as attributes ,‘acquire a technique & improve skills’, ‘self-esteem’, ‘mental and physical health care’, ‘a sense of belonging’,‘challenge’, ‘economic incentives’ and ‘tension & thrill’ as consequences and ‘fun’, ‘self-satisfaction’, ‘achievement’,‘life-satisfaction’ and ‘baseball identification’ as their personal values. The four core means-end chains for this study based on the HVM in, conclusion, were 1. ‘baseball-relatedexperience’ → ‘acquire a technique & improve skills’/‘mental and physical health care’ → ‘self-satisfaction’/‘fun’, 2. ‘baseball-related experience’/‘specific team preference’ → ‘tension & thrill’/‘mental and physica lhealth care’ → ‘self-satisfaction’/‘fun’, 3. ‘baseball-related experience’/‘baseball performance’ → ‘self-esteem’/‘economic incentives’ → ‘baseball identification’, 4. ‘relationships with others’ → ‘a sense of belonging’/‘mental and physical health care’ → ‘life-satisfaction’.