국내 프로야구의 관중과 마케팅 테크닉 전략

초록

The purpose of this study is to investigate various marketing techniques that affect spectators four away Korea professional baseball franchises. Through this examination, the basic information will be provided for professional baseball team building marketing technique strategies through spectators recognition. Five hundreds forty four subjects using a convenience sampling method were used for this study, 544 spectators were selected form 4 different franchises’ home venues. To analyze materials, the frequency analysis, exploratory factor analysis, multivariate analysis of variance, independent sample t-test, multiple regression analysis, crosstabulation analysis were used for analysis data. First, with regard to the characteristics of the subjects, only the type of gender was meaningful between high and low attendance level teams. Second, high and low attendance were different in marketing techniques such teams items as unique cheer culture, ground event, various seat options, mascot and baseball lottery. Third, high and low attendance teams were different in both present and future spectating frequencies. Fourth, high and low attendance were not teams difference involvement and commitment levels. Fifth, both high and low attendance teams were positively affected to commitment by information chase factor. Sixth, while spectators of high attendance teams were positively affected to commitment by information chase factor, spectators of low attendance teams were positively affected to involvement by information chase, watching promotion, external game factors. In conclusion, spectators of low attendance team were affected by the factors that external game such as mascot, baseball lottery, and professional baseball teams should find plans to put unique and special marketing technique strategies to increase their home game attendance level.

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