International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on the Viewing Experience and Performance of Professional Baseball Team: The Team Performance Side and the Fan Performance Side

  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook University)
  • Received : 2021.02.20
  • Accepted : 2021.03.03
  • Published : 2021.03.31
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Abstract

The purpose of this study is to analyze the structural relationship among fan experience, fan satisfaction, team attachment, psychological well-being, team loyalty and quality of life. Specifically, the structural equation model is analyzed for the team performance side leading to fan experience-fan satisfaction-team attachment-team loyalty and the an performance side leading to fan experience-fan satisfaction-psychological well-being-quality of life. The survey to achieve the goal of this study is a professional baseball fan. 150 pilot envestigation and 348 main envestigation were selected as the final effective samples. Data processing was done with SPSS 23 for frequency analysis, exploratory factor analysis and reliability analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, fan experience had a positive effect on the fan satisfaction. Second, fan satisfaction had a positive effect on the team attachment. Third, fan satisfaction had a positive effect on the psychological well-being. Fourth, team attachment had a positive effect on theteam loyalty. Fifth, psychological well-being had a positive effect on the quality of life.

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