Verification of Structural Model between Watching Satisfaction, Loyalty Consequent on the Inducements to Spectators to Watch Professional Baseball Game, and Behavior after Purchase

조용찬,; 남재준,

doi:10.51979/kssls.2011.11.46.463

Cited by 3 publications

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“…하지만 2017년 840만 명으로 인기의 정점을 찍은 이후 프로야구 관 중 수는 지속적인 감소 추세가 나타났으며, 2022년 9월 정규시즌 종 료를 앞둔 국내 프로야구 관중 수는 485만 명으로 2019년 관중 수 728만 명에 비하여 저조한 수치를 나타내고 있다 (KBO, 2022). 관 람 관중의 증가 및 감소는 프로야구리그 존속과 프로야구구단 수익 에 직접적인 영향을 미치기 때문에 (Cho & Nam, 2011), 한국프로 야구는 값비싼 구장 임대료와 더딘 사업화, 수익 창출 구조의 부재 등으로 자생하기 어려운 구조에 봉착해있어 이러한 구조를 바꾸지 못한다면 지속 가능한 프로스포츠 산업으로 도약할 수 없는 실정이 다 (Lee, 2022.3.27. ).…”

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The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

Lee,

Lee

et al. 2023

Korean J Sport Sci

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PURPOSE This study aims to provide empirical foundational data for the development of a new profit model in Korean professional baseball. It does so by examining the influence of professional baseball NFT product attributes on customer perceptions of value, satisfaction, and purchase intention.METHODS Data were collected from consumers who have experience purchasing KBOLLECT. A total of 363 samples were collected for analysis. Surveys were utilized for data collection, encompassing 39 items that measured product characteristics, perceived value, satisfaction, purchase intention, and demographic information.</br>Using the collected data, various statistical analyses were conducted including descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression using SPSS version 21. The ensuing results from the correlation analysis and multiple regression analysis are as follows.RESULTS Product features, including aesthetics, symbolism, and scarcity, had a positive impact on consumer’s perceived emotional value. Moreover, product features, encompassing aesthetics, symbolism, scarcity, and creativity played a significant role in enhancing consumer’s perceived economic value. Furthermore, product attributes such as aesthetics, symbolism, and creativity positively contributed to consumer’s perceived social value. Similarly, product features comprising aesthetics, scarcity, creativity, and symbolism positively affected consumer’s perceived intellectual value. Additionally, the research revealed that product features related to aesthetics, symbolism, creativity, and scarcity were instrumental in bolstering consumer. Importantly, these very attributes, including aesthetics, symbolism, scarcity, and creativity, exhibited a positive influence on consumers’ purchase intentions.CONCLUSIONS In conclusion, this study underscores the substantial impact of professional baseball NFT product characteristics on consumers’ perceptions, satisfaction, and purchase intentions. To maintain enduring relationships with consumers who engage with professional baseball NFT products, it is essential to fortify these product attributes and offer diverse services utilizing them.

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The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

Lee,

Lee

et al. 2023

Korean J Sport Sci

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SNS Factors Affecting Fans’ Team Identification in KBO League : Focused on the Interaction Effects with Game Factors

최승년¹

2016

GEBA

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Applying Experience Economy Theory to Sport Spectatorship: The Relationship Analysis among Stadium Experiences, Satisfaction, Revisit Intention to Professional Baseball Game

Кwon¹,

Kim²

2018

KJPE

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Verification of Structural Model between Watching Satisfaction, Loyalty Consequent on the Inducements to Spectators to Watch Professional Baseball Game, and Behavior after Purchase

Cited by 3 publications

References 0 publications

The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

SNS Factors Affecting Fans’ Team Identification in KBO League : Focused on the Interaction Effects with Game Factors

Applying Experience Economy Theory to Sport Spectatorship: The Relationship Analysis among Stadium Experiences, Satisfaction, Revisit Intention to Professional Baseball Game

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