프로야구단 웹사이트 이용만족, 사이트재방문, 구매의도의 관계

Abstract

The purpose of this study was to seek ways to make the web-site which are operated by Korean professional baseball team as a successful marketing tool. The relationships between web-site utilization satisfaction, web-site revisit, and purchase intention of professional baseball spectators were examined for this study. The data, based on 988 questionnaires from Seoul Jamsil baseball stadium and Busan Sajik baseball stadium, were analyzed by reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation model through SPSS Win Ver. 12.0 and AMOS Ver. 7.0. The results of this study were as following: First, all factors except interaction satisfaction among the subordinate factors of web-site utilization satisfaction have an impact on web-site revisit. Second, All factors except communication satisfaction among web-site utilization satisfaction influence on purchase intention. Finally, web-site revisit have an effect on purchase intention. Through above mentioned results, Pro-baseball teams’ web-site could be a significant marketing strategic tool, performed as a role of medium to interact and communicate between teams and users.