문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제6권2호
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  • Pages.231-238
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  • 2020
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  • 2384-0358(pISSN)
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  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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스마트경기장 환경에 따른 위치기반서비스 품질이 구단애착심 및 미래행동에 미치는 효과 분석

The Structural Relationships among the Variables of Fan Attachment, Location-Based Service, and Future Fan Behavior by Utilizing Technology Acceptance Model (TAM)

  • 장덕선 (한양대학교 글로벌스포츠산업학과) ;
  • 권태근 (한양대학교 글로벌스포츠산업학과) ;
  • 전종환 (한양대학교 글로벌스포츠산업학과) ;
  • 박성배 (한양대학교 글로벌스포츠산업학과)
  • 투고 : 2020.01.11
  • 심사 : 2020.02.06
  • 발행 : 2020.05.31
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초록

본 연구는 스마트경기장 환경에서 팬서비스 개발의 기초가 되는 위치기반서비스(LBS)의 품질 특성을 구단 자체 어플리케이션을 통해 파악하고 기술수용모델(TAM)에 적용하여, 구단 애착심에 따른 미래행동에 대한 구성개념 간 구조적인 인과관계를 규명하는 연구를 진행하였다. 한국프로야구(KBO) 리그 구단 중 스마트경기장 인프라와 자체앱을 구축한 SK 와이번스와 KT 위즈 구단의 자체 앱을 사용해 본 관람객을 대상으로 2019년 11월에 걸쳐 실증조사가 이루어졌으며, 총 448명의 자료가 구조방정식모델(SEM) 분석에 활용되었다. 데이터 분석 결과, 스마트경기장의 위치기반서비스 품질요인에 따른 기술수용모델과 구단 애착심 및 미래행동의 구조관계 모형은 14개의 가설 중 12개가 정(+)의 인과관계가 확인되어 위치기반서비스의 품질요인, 기술수용모델, 구단애착심, 그리고 미래행동 간의 종합적인 인과관계를 입증하였다. 이러한 실증분석 결과를 토대로 스마트경기장 환경에서 위치기반서비스를 기반으로 한 관람객의 의사선택에 대한 학문적 근거와 실무적 시사점을 제시하였다.

The main purpose of this current study was to identify the structural relationships between the variables of team attachment, location-based service, and future fan behaviors by utilizing Technology Acceptance Model (TAM). Among the 10 KBO franchises, SK Wyverns and KT Wiz were qualified to have their own smart applications programs and the relevant infrastructure at their home venues. Thus, a total of 500 surveys were collected from SK Wyverns and KT Wiz games during September of 2019 and a total of 448 were used for data analysis after deleting 52 surveys due to the missing data. According to the results of a structural equation modeling, 12 positive (+) causality out of 14 hypotheses were confirmed that there must be causal relationships among the variables of location-based service at the smart stadium, TAM, fan attachment, and future fan behavior. It is hoped that this study can be contributing to the foundational developments of marketing strategies by adopting the new technological advancement in the Korean sport industry in the future.

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