프로농구팬의 구단 관여 인식과 구단의 지역사회 기여 인식 관계

Abstract

The purpose of this study was to analyze the effects of the perception of attitudinal loyalty and behavioral loyalty, personal identification, community identification, and local citizen identification on the perception of contributions to local sports, local economy, and local society and culture in the Goyang Orions fans who visited Goyang Gymnasium. Data were collected from Mar. 2 to Apr. 7, 2017 by administering questionnaire survey in 450 fans who visited Goyang Gymnasium to cheer the home team and finally a total of 432 questionnaires were used in analysis. The results are as follows: First, for the effects of fan's perception of involvement in team on the contribution to local sports, one of contribution to community, the attitudinal loyalty, behavioral loyalty, community identification, and local citizen identification were shown to have positive effects. Second, for the effects of fan's perception of involvement in team on the contribution to local economy, one of contribution to community, community identification and local citizen identification were shown to have positive effects. Third, for the effects of fan's perception of involvement in team on the contribution to local society and culture, one of contribution to community, the attitudinal loyalty, behavioral loyalty, community identification, and local citizen identification were shown to have positive effects.