프로야구 여성 관중의 MAO가 관람빈도, 관람만족 및 재관람의도에 미치는 영향

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.