지역애착 및 팀 동일시가 중국프로축구 관중의 관람행동의도에 미치는 영향

초록

The purpose of this study was to investigate the effect of Chinese professional football spectators` regional attachment and team identification for the behavior intention of game watching. For this purpose, an online survey was conducted targeting residents of Shandong in China, and a total of 448 responses were used for the final analysis. Frequency analysis, confirmatory factor analysis and structural equation model analysis were performed by using SPSS 27.0 and AMOS 21.0 programs. And Hayes's Process 4.0 was used to examine moderating and mediating effect. The main results of the study were as follow: First, the regional attachment has a positive effect on team identification, and team identification has a positive effect on the behavior intention of game watching. However it was found that regional attachment did not effect the behavior intention of game watching. Second, the moderating effect of regional attachment was confirmed in the relationship between team identification and behavior intention of game watching. Third, It was found that team identification played a complete mediating role between regional attachment and behavior intention of game watching. In conclusion, professional sports teams should strengthen regional attachment and team identification to increase spectators` behavior intention to watch and consider that team identification is an important parameter between regional attachment and behavior intention of game watching.

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