• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.508-515
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• 2012

The purpose of this study was to examine if factors of baseball stadium environment which people have spectating satisfaction of professional baseball. The respondents of the study 614 who were spectators at D city professional baseball event. The stratified cluster random sampling method has been used in this study. The material collection device was the brochure named [A Influence of Factors of Baseball Stadium Environment on Spectating Satisfaction of Professional Baseball]. The result of reliability check up was here below; stadium factors ${\alpha}$=.966~.890, spectating costs ${\alpha}$=.922~.988, spectating promotion ${\alpha}$=.894~.789. To analyze materials, the "correlation analysis" and "regression analysis" were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. 1. The stadium factors influence spectating satisfaction of professional baseball. 2. The spectating cost factors influence spectating satisfaction of professional baseball. 3. The spectating promotion factors influence spectating satisfaction of professional baseball.

• The Journal of the Korea Contents Association
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• v.8 no.7
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• pp.216-223
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• 2008

The purpose of this study was to examine the effects of the satisfaction and absorption of spectating on desire of re-spectating at the professional sporting events. This study set a model of consumer behavior decision based on the results of the precedent studies about the determinative factors of consumer behavior and the hypothetical model done by Wakefield ＆ Sloan(1995), Hansen ＆ Gauthier(1989), Jeffrey(1997), Green(1995), and Kim(1999) and clarified it through the regression. To attain the goal of the study described above paragraphs, some viewers of 2007 season pro-soccer and pro-baseball games were set as a collected group. Then, using the stratified cluster random sampling method, finally drew out and analyzed 605 spectators in total. Data collected through a questionnaire designed for this study consist of fixed alternative choice response to items constructed to represent the operational definition for each variable. Statistics employed for data analysis was correlation and multiple regression. Based upon the results of the study, the following conclusions appear warranted: 1. Satisfaction of spectating influence on desire of re-spectating at the professional sporting events. 2. Satisfaction of absorption influence on desire of re-spectating at the professional sporting events.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.150-158
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• 2011

The purpose of this study is to investigate how the service quality of dance performance halls influences the satisfaction with performance halls and willingness of re-spectating. To perform this study, questionnaires were used and frequent analysis, factor analysis, correlation analysis, multiple regression analysis were used to analyze the collected data. Conclusions are as follows; First, the service quality of dance performance halls had an effect on the satisfaction of dance performance halls. Second, the service quality of dance performance halls had an effect on re-spectating. Third, the satisfaction with performance halls influenced the re-spectating. These results show that the higher the service quality becomes the more positive effect appears between the satisfaction of performance halls and re-spectating.

• The Journal of the Korea Contents Association
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• v.14 no.7
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• pp.115-124
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• 2014

In order to satisfy consumers' various desires for music performance, as it is important how to form sympathy with consumers, it is significant for music performance planners to find out which values the audiences think important when it comes to music performance art. The purpose of this study is to examine a relationship among worth to watch, performance satisfaction and desire of respectating that the audience recognizes. A questionnaire survey was carried out on 182 participants who have gone to musical performances. As a result of the study, 'educational value', 'economical value', 'emotional value' and 'social value' of spectating music performance had positive effects on both 'watching satisfaction' and 'desire of respectating', and especially when it comes to spectating satisfaction, emotional value and economical value were the significant effects, and for desire of respectating, economical value and social value were significant. Also, it was found that spectating satisfaction had a positive relationship with a desire of respectating. As implications according to the result of the study, firstly, it is necessary for music performance planner or performing artist to inspire emotional value of audience in order to increase spectating satisfaction of the audience, and performances needs to be planned considering economical values. Secondly, in order to improve desire of respectating, it is important to analyze which elements can increase economical and social values of the audience.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.46-56
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• 2019

This study aimed to understand the value pursued when consuming performances for classical music performance audiences, to identify the difference in influence by type, and to expand into the base of academic research focusing on audiences who are consumers in classical music performances, which was the existing supplier-centered. Also, this study tried to verify the effect of consumption value on flow and satisfaction. and we aimed to prove whether consumption value leads to re-spectating intention through structural relationship. For this purpose, a survey was conducted on the audience who watched classical music performances within one year by applying consumption value theory, and the analysis was conducted using smartPLS 3.0. As a result, functional value and emotional value had an effect on flow. The second one is that functional value had a positive effect on satisfaction. The third fact is that social value had a negative effect. Overall, the structural relationship between flow, satisfaction, and re-spectating intention had a strong effect on each other. Implications of this study are that the market characteristics and current status of classical music performances were examined, and that an effective marketing strategy to increase the re-spectator rate was sought by finding out the factors of audience's consumption value that affect viewing satisfaction.

• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.435-443
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• 2014

The aim of this study was to look for the cause of shortage of K-League spectators from a consumer's perspective and to offer solutions. For this, we offered enhancement method of the K-League spectators through dual path model based on existing relative researches. The first path involved consumer reaction to external factors of the K-League game. This path explained relational view(=we-ness) of consumers on K-League game(Hypothesis 1, 2). The second path explained personal view on K-League game. This path means consumer reaction to K-League game itself(Hypothesis 3, 4). The empirical study was based on a field survey and structural equation model. The results showed that we-ness positively affected team loyalty(Hypothesis 1) and the team loyalty positively affected spectating intentions(Hypothesis 2). It also revealed that flow of K-League game positively affected consumer satisfaction(Hypothesis 3). Finally consumer satisfaction was found to affect spectating intentions(Hypothesis 4). The significance of present study is to extend scope of research which is related with cheerleading of sports game. And this study emphasize the importance of we-ness and flow in sports game.

• Journal of Service Research and Studies
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• v.12 no.2
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• pp.117-134
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• 2022

This study conducted a survey on visitors who visited the 2021-2022 KBL Professional Basketball Stadium in Wonju to understand how professional sports viewing factors affect the club image, club satisfaction, and club reputation. As factors for watching professional sports, four factors were considered: stadium, game situation, spectating cost, and spectator promotion. A total of 450 questionnaires were distributed and 411 questionnaires excluding 39 questionnaires were used as the final analysis data. For the effective questionnaire survey, After analyzing the purpose and purpose of the research, participants were asked to collect data. The collected data were analyzed using SPSS statistical package after data coding and cleaning process. The results of this study are as follows. First, the effect of professional sports viewing factor on brand image was 45.1%, and the factor of pro sports viewing was significant in stadium, competition situation, and promotion of viewing, and had no effect on viewing cost. Second, the influence of professional sporting factor on the satisfaction of the team was 42.5% in explaining power, which was significant in the stadium, the competition situation, the cost of visiting, and promotion of viewing. Third, the influence of professional sports viewing factor on team reputation was 62.1%, and the factor of professional sports viewing was significant in promoting stadium, visiting cost, and viewing, and had no effect on economic situation. The implication of this study is that in order to increase the brand value of the club, it is much more effective to increase the quality of facilities and food and beverages and to activate events for the audience than to lower the cost of viewing.