프로야구 경기장 분위기가 관중의 긍정적 감정과 관람만족에 미치는 영향

Abstract

The purpose of this study was to provide effective marketing strategies to expand high loyal fans and to increase the number of spectators through finding out the effect of atmosphere in pro-baseball stadium on positive emotion and viewing satisfaction. For this, 271 pro-baseball spectators were surveyed and responded to the questionnaire. SPSS 18.0 and AMOS 18.0 were used for analyzing the data. The results were as follows: First, among atmosphere factors, layout, color, and music significantly influenced on positive emotion, but lighting and view did not significantly effect on positive emotion. Second, spectators' positive emotion significantly influenced on viewing satisfaction. Pro-baseball has been made the most spectators and become the Korea's leading watching sports. However, the seat occupancy rate of the KBO is lower than the MLB and the NPB. Thus, effective marketing plan should be made to increase the number of spector in the diverse viewpoints. The results of this study showed that officials of the club should recognize that atmospheres factors in stadium could influence on spectators' satisfaction regardless of the result when using pro-baseball stadium.