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프로야구 여성 관중의 MAO가 관람빈도, 관람만족 및 재관람의도에 미치는 영향The influence of professional baseball female spectators' MAO on watching frequency, watching satisfaction, and re-watching intention
- Other Titles
- The influence of professional baseball female spectators' MAO on watching frequency, watching satisfaction, and re-watching intention
- Authors
- 이현정
- Issue Date
- Jun-2016
- Publisher
- 한국체육과학회
- Keywords
- MAO; watching frequency; watching satisfaction; re-watching intention
- Citation
- 한국체육과학회지, v.25, no.3, pp 663 - 675
- Pages
- 13
- Journal Title
- 한국체육과학회지
- Volume
- 25
- Number
- 3
- Start Page
- 663
- End Page
- 675
- ISSN
- 1226-0258
- Abstract
- The objective of this study was to examine professional baseball female spectators’(PBFSs) motivation, ability, and opportunity (MAO) with regard to live attendance of Korean Professional Baseball games and to measure how MAO influenced on female spectators’ watching frequency, satisfaction, and re-watching intention. This study surveyed 331 PBFSs. SPSS (ver. 14.0) and LISREL (ver.8.52) were utilized to gauge results for the analyses of covariance structures. The results were as following: First, PBFSs' MAO influenced positively on female spectators’ watching frequency. Second, PBFSs' MAO influenced positively on female spectators’ watching satisfaction. Lastly, PBFSs' watching satisfaction influenced positively on female spectators’ re-watching intention. With these foundlings, this study indicated how to establish marketing strategies in order to secure female spectators’ attendance.
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Collections - 이과대학 > 체육교육과 > 1. Journal Articles
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