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dc.contributor.advisor한미정-
dc.contributor.author황세희-
dc.date.accessioned2020-03-09T02:41:46Z-
dc.date.available2020-03-09T02:41:46Z-
dc.date.issued2013-02-
dc.identifier.urihttp://dcollection.hanyang.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000068097en_US
dc.identifier.urihttps://repository.hanyang.ac.kr/handle/20.500.11754/134132-
dc.description.abstract본 연구는 프로야구 팀 충성도가 지역사회인식, 프로야구산업, 모기업이미지에 미치는 영향을 각각 비교하고, 변인 간 상호관계를 파악하여 분석‧규명함으로써 다양한 지역주민들의 이해를 위한 기반을 마련하는데 목적을 두고 있다. 아울러 프로구단의 마케팅 전략을 수행하여 프로야구 활성화 및 경영발전과 함께 구단의 효율적이고 세분화된 운영을 통한 새로운 수익창출과 관람객 증대 및 서비스 품질 향상 등 그 틀을 제공하는데 실무적 함의가 있다. 본 연구의 대상은 서울(LG․두산)과 부산(롯데)지역을 연구범위로 설정하고, 현재 서울과 부산지역에 거주하고 있는 20대 이상의 대학생 및 일반인을 대상으로 편의표본추출법(convenience sampling)에 의한 설문지조사방법으로 자료를 수집하였다. 각 지역에 250부씩 총 500부의 설문지를 배포하였으며, 회수한 설문자료 중 응원하는 야구팀이 없다고 설문되거나 응답이 불성실하다고 판단된 35(7%)부 설문지를 제외한 465(93%)부가 최종적으로 본 연구의 분석 자료로 사용되었다. 연구문제 분석을 위한 통계분석은 독립표본 T-Test(Independent Samples T-Test), 기술통계(Descriptive statistics),빈도분석(Frequency analysis), 단순선형회귀분석(Simple Linear Regression), 다중 회귀분석(Multiple Linear Regression Analysis), 위계적 회귀분석(Hierarchical Regression Analysis)을 사용하였으며, 그에 따른 연구결과는 다음과 같다. 첫째, 구단마케팅 인식, 관람방법, 정보매체는 팀 충성도에 유의한 영향을 미치는 것으로 나타났다. 즉, 구단 이미지와 구단 마스코트․로고, 팀 유니폼 등 구단 관련 요인들이 영향력이 있음을 나타냈으며, 더불어 지역사회 요인인 지역사회 발전을 위한 후원과 지역사회 봉사활동 등이 팀 충성도에 높은 영향력이 있는 것으로 나타났다. 둘째, 프로야구 관람 방법 중 경기장 관람을 택한 집단이 팀 충성도에 유의한 영향을 미치는 것으로 나타났다. 이는 경기장 관람을 하는 사람일수록 팀 충성도가 높다는 결과를 얻을 수 있다. 셋째, 프로야구 팀에 대한 정보를 가장 많이 접하는 매체로, 뉴미디어매체(인터넷․모바일매체)를 택한 집단이 팀 충성도에 유의한 영향을 미치는 것으로 나타났다. 이는 인터넷을 기반으로 하는 뉴미디어의 성장이 미디어 환경을 급속도로 변화시켰기 때문이다. 따라서 프로야구 팬들은 장소에 구애 받지 않고 정보에 접근하는 방법이 용이해졌음을 나타냈다. 넷째, 지역사회인식에 영향을 미치는 가장 강력한 예측변인은 팀 충성도인 것으로 나타났으며, 프로야구산업에 영향을 미치는 가장 강력한 예측변인은 팀 충성도와 구단마케팅 인식인 것으로 나타났다. 또한 모기업이미지에 영향을 미치는 가장 강력한 예측변인도 팀 충성도인 것으로 나타났다. 다섯째, 프로야구 팀 충성도가 지역사회인식 변인, 프로야구산업변인, 모기업이미지에 모두 유의한 영향을 미치는 것으로 나타났으며 각각의 설명력은 16.5%, 30.5%, 4.5%로 나타났다. 따라서 프로야구 팀 충성도는 프로야구산업변인에 가장 큰 영향력을 미치는 것으로 났으며, 그 다음으로 지역사회 인식과 모기업이미지 순으로 영향력 크기에 차이가 있는 것으로 나타났다. 이와 같은 결과를 볼 때 지역의 프로야구 팀들은 지역주민들의 팀 충성도를 높이고 팀과 일체감을 조성하여 팀에 대해서 긍정적인 인식을 가지게 함으로써 애착심과 소속감을 키워 지역 프로야구 팀을 지지할 수 있도록 해야 할 것이다. 따라서 지역사회와 프로야구 팀은 관람객을 상대로 팀에 관한 지속적인 성원을 유도할 수 있는 지역에 맞는 구단 마케팅 전략이 필요하겠다. 이는 프로야구가 산업적으로 크게 성장하고 모기업이미지 구축에 있어 핵심적인 수단으로 간주되는 현실에서 학계는 물론 마케팅, 광고, 구단 홍보 실무자들에게도 시사 하는바가 크다고 할 수 있다.|The study has purpose of comparing effects of team loyalty of professional baseball teams on attitudes of community, pro-baseball products purchases and corporate image and preparing infrastructure for understanding various community citizens by recognizing relations between each variable. Also, practical undertone is to create benefit, increase audiences and raise service quality from efficient and subdivided operation of club with vitalization and management development of professional baseball by carrying out marketing strategy. The subject of the study was selected from the range within Seoul(LG․Doosan) and Busan(Lotte) and data were collected with method of convenience sampling from college students and citizens over 20 year-old who currently live in Seoul or Busan. 500 copies which consists of 250 copies for each region and 465(93%) copies were used as analysis data excluding 35(7%) copies which contain responses of no fandom or insincerity. Analysis carried out in the study are T-Test(Independent Samples T-Test), Descriptive statistics, Frequency analysis, Simple Linear Regression, Multiple Linear Regression Analysis and Hierarchical Regression Analysis. The results obtained are as following. First, recognition of club marketing, way of watching and information media appeared to significantly affect team loyalty. i.e, club related factors such as club image, mascot, logo or uniform significantly affecting. Also, Community society factors such as support for development of community or voluntary service highly affect team loyalty. Second, group who selected visiting field among way of watching appeared to significantly affect team loyalty which means that the group state above generally have higher loyalty. Third, as a media which accesses information of baseball team the most, group who selected new media(internet, mobile) showed significant effect on team loyalty. From this, it is confirmable that information can be easily accessed without issue of place when moving by development of smart cellphone. Fourth, the most significant variable which affects attitudes of community appeared to be team loyalty and the most affecting factors on professional baseball products purchases appeared to be team loyalty and club marketing. Also, the most strong predictor which affects corporate image appeared to be team loyalty. Fifth, team loyalty showed significant effect on all attitudes of community, variable of professional baseball products purchases and corporate image and explanatory power for each were 16.5%, 30.5% and 4.5%, respectively. Therefore, team loyalty can be said to have the most strong effect on variable of professional baseball products purchases and in order of significance, attitudes of community and corporate image. According to these results, professional baseball teams should secure support for themselves by increasing team loyalty from citizens and create intimacy which bring positive recognition of the team, place attachment and attitudes of belonging. Therefore, appropriate marketing strategy for inducing continuous support of audiences. In reality which assumes professional baseball as a core measure for constructing corporate image, it can be said that there are significant implications in the study which are provided not only to academia but also to practitioners in the field of marketing, advertisement and club promoting.-
dc.description.abstractThe study has purpose of comparing effects of team loyalty of professional baseball teams on attitudes of community, pro-baseball products purchases and corporate image and preparing infrastructure for understanding various community citizens by recognizing relations between each variable. Also, practical undertone is to create benefit, increase audiences and raise service quality from efficient and subdivided operation of club with vitalization and management development of professional baseball by carrying out marketing strategy. The subject of the study was selected from the range within Seoul(LG․Doosan) and Busan(Lotte) and data were collected with method of convenience sampling from college students and citizens over 20 year-old who currently live in Seoul or Busan. 500 copies which consists of 250 copies for each region and 465(93%) copies were used as analysis data excluding 35(7%) copies which contain responses of no fandom or insincerity. Analysis carried out in the study are T-Test(Independent Samples T-Test), Descriptive statistics, Frequency analysis, Simple Linear Regression, Multiple Linear Regression Analysis and Hierarchical Regression Analysis. The results obtained are as following. First, recognition of club marketing, way of watching and information media appeared to significantly affect team loyalty. i.e, club related factors such as club image, mascot, logo or uniform significantly affecting. Also, Community society factors such as support for development of community or voluntary service highly affect team loyalty. Second, group who selected visiting field among way of watching appeared to significantly affect team loyalty which means that the group state above generally have higher loyalty. Third, as a media which accesses information of baseball team the most, group who selected new media(internet, mobile) showed significant effect on team loyalty. From this, it is confirmable that information can be easily accessed without issue of place when moving by development of smart cellphone. Fourth, the most significant variable which affects attitudes of community appeared to be team loyalty and the most affecting factors on professional baseball products purchases appeared to be team loyalty and club marketing. Also, the most strong predictor which affects corporate image appeared to be team loyalty. Fifth, team loyalty showed significant effect on all attitudes of community, variable of professional baseball products purchases and corporate image and explanatory power for each were 16.5%, 30.5% and 4.5%, respectively. Therefore, team loyalty can be said to have the most strong effect on variable of professional baseball products purchases and in order of significance, attitudes of community and corporate image. According to these results, professional baseball teams should secure support for themselves by increasing team loyalty from citizens and create intimacy which bring positive recognition of the team, place attachment and attitudes of belonging. Therefore, appropriate marketing strategy for inducing continuous support of audiences. In reality which assumes professional baseball as a core measure for constructing corporate image, it can be said that there are significant implications in the study which are provided not only to academia but also to practitioners in the field of marketing, advertisement and club promoting.-
dc.publisher한양대학교-
dc.title지역사회인식, 프로야구산업, 모기업이미지에 대한 프로야구 팀 충성도의 역할에 관한 연구-
dc.title.alternativeThe Effects of team loyalty for professional baseball teams on attitudes of community, corporate images, and baseball products purchases.-
dc.typeTheses-
dc.contributor.googleauthor황세희-
dc.sector.campusS-
dc.sector.daehak대학원-
dc.sector.department광고홍보학과-
dc.description.degreeMaster-
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GRADUATE SCHOOL[S](대학원) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Theses (Master)
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