Purpose The purpose of this study was to verify the importance and satisfaction of service quality of visitors to screen baseball using the Importance-Performance Analysis. Methods Selected visitors who participated in screen baseball using convenience sampling of non-probability sample method from January 26 to May 27, 2017, and conducted a questionnaire survey to a total of 213 data were used in this study except 17 data which were untrustworthy responses or non-responses. SPSS 21.0 statistical program were used to exploratory factor analysis, reliability analysis, frequency analysis and IPA. Results The results were as follows. first of all,Ⅰquadrant derives 7 items including modernized facilities and equipments. Next, Ⅱ quadrant, there are 5 credibility of the program and continuous service provision. Also, in the quadrant Ⅲ, the service promised to the customer and the interest and effort of the staff in case of trouble were confirmed.. In the quadrant IV, four items were analyzed such as the interest in the members and the matching of the members' use time. In the analysis of Slack's(1994) diagonal model, twelve kinds of improvements such as costumes, appearance, internal facilities and services promised to customers were derived. In addition, there are 5 appropriately provided properties such as modern facilities and equipment, and facilities suitable for enjoying baseball. Finally, in the attributes that are provided in excess, four attributes are indicated, attention to members and matching of members' use time. Conclusion Based on the results of this study, it is meaningful to be a marketing and management practice data for operating the screen baseball.
Purpose The purpose of this study was to investigate the factor that influence the using behavior of online sport media by university students applying Unified theory of acceptance and use of technology 2(UTAUT 2). Methods The study performed a research survey using convenient sampling method. The sample was 235 university students who had experience with online sport media. The data were analyzed through frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model using SPSS Windows ver . 20.0 and AMOS 20.0. Results The results showed that, firstly, performance expectancy and effort expectancy had a positive effect on intention to use, however, no significant influence on social effect on intention to use. Secondly, facilitating condition had positive effect on usage behavior. Thirdly, hedonic motivation had positive effect on intention to use. Fourthly, Habit had positive effect on the intention to use and usage behavior. Lastly, intention to use had positive effect on usage behavior. Conclusion Based on the conclusion of this study, online sports media companies should provide useful and convenient viewing experience by providing personalized services, and should apply various attraction strategies to habitually use sports online media.
Purpose The purpose of this study was to conduct the impact of technology acceptance model(TAM) in sports field using a meta-analysis. Methods First of all, findings from 22 articles were used to analyze the relationship between perceived usefulness, perceived ease of use and intention to use via the comprehensive meta analysis(CMA) program. Results Its study results are as follows: First, results showed that TAM have a big effect on intention to use, with an effect size of .537. Second, the most influential effect size of TAM sub-factors was perceived usefulness. Third, in application and SNS had a most effect on TAM. Lastly, results found significant moderating evidence for ratio of female. But ratio of 20’s was not founded significant moderating evidence. Conclusion Based on the results of this study, it will be possible to pursue the behavior of the audience in the field where TAM is applicable in sports field.
