Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
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A Study on the Structural Relationship Between Fan Citizenship And Sports Marketing Achievement

팬 시민행동이 스포츠마케팅 성과 간 구조적 관계에 관한 연구

  • Yun, Dae-Hong (The Research Institute of Knowledge Service and Consulting, Dong-A University)
  • 윤대홍 (동아대학교 지식서비스.컨설팅연구소)
  • Received : 2018.05.09
  • Accepted : 2018.06.12
  • Published : 2018.06.30
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Abstract

This study was intended to examine the structural relationship between fan citizenship and sports marketing achievement. For that, 220 questionnaires were distributed to the fans of Lotte Giant in Busan region and 205 questionnaires were used finally. The hypotheses were validated by using SPSS 25.0 and Smart PLS 2.0 based on the study model. All hypotheses were adopted, except for 4 hypotheses(Hypothesis 5-3, Hypothesis 6-1, Hypothesis 6-2, and Hypothesis 6-3), among a total of 17 hypotheses. For that, the results were derived as below: First, fan citizenship had a positive(＋) influence on team equity(Hypothesis 1), sponsor assets(Hypothesis 2), and community equity(Hypothesis 3) as a whole. Second, team equity had a positive(＋) influence on sponsor assets(Hypothesis 4) in all respects, and furthermore, had a positive(＋) influence on local image(Hypothesis 5-1) and contribution to local community(Hypothesis 5-2). Meanwhile, team equity did not have a statistically significant influence on social interchange(Hypothesis 5-3. Finally, sponsor assets and community equity were found to have the relationship as follows: No statistically significant relationship was observed between corporate image and community equity. Corporate awareness had a positive(＋) influence as a whole. The results of this study are expected to provide comprehensive understanding and theoretical and practical implications of the influence that fan citizenship would have on sports marketing achievement.

본 연구는 팬시민행동이 스포츠마케팅 성과 간 구조적 관계에 관한 연구로 부산지역 롯데자이언츠 팬을 대상으로 220부의 설문지를 배포하였으며, 205부의 설문지를 최종 사용하였다. 연구모형을 바탕으로 SPSS 25.0과 Smart PLS 2.0을 이용하여 가설을 검증한 결과 총 17개의 기설 중 4개의 가설(가설 5-3, 가설 6-1, 가설 6-2, 가설 6-3)을 제외하고 모든 가설이 채택되었다. 이에 대한 구체적인 결과는 다음과 같다. 첫 번째, 팬시민행동은 구단자산(가설 1), 스폰서 자산(가설 2), 지역 자산(가설 3)에 모두 정(+)의 영향을 미치고 있는 것으로 나타났다. 두 번째, 구단자산은 스폰서 자산(가설 4)에 모두 정(+)의 영향을 미치고 있는 것으로 나타났으며, 지역이미지(가설 5-1), 지역사회기여(가설 5-2)에 정(+)의 영향을 미치고 있는 것으로 나타났다. 반면에 사회적 교류(가설 5-3)에는 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 스폰서 자산과 지역자산과의 관계는 다음과 같다. 기업이미지는 지역 자산 모두에 통계적으로 유의하지 않으며, 기업인지도는 모두 정(+)의 영향을 미치고 있는 것으로 나타났다. 본 연구의 결과는 팬 시민행동이 스포츠마케팅 성과에 미치는 영향에 대한 종합적인 이해와 이론적, 실무적 시사점을 제공할 것으로 기대된다.

Keywords

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