The purpose of this study was to provide managers and owners of Korea professional baseball teams with the necessary information for improving managerial performance by fan acquisition and retention. This paper chose LG, Nexen, and SK fans over the age of 17 as population of this study who visited at least twice home games held in the Jamsil, Mokdong, and Munhak baseball stadium. For the analysis of data, 413 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. Also, convergent validity analysis and discriminant validity analysis were made. Finally, path analysis was made for the verification of model suitability and of research hypotheses through structure equation modeling. The research results are as per the below. First, team attributes like physical facilities, team performance and licensing had significantly positive influence on consumption emotion. Second, team attributes like service and team performance significantly positive impact on viewing value. Third, consumption emotion had significantly positive impact on revisit intention. Fourth, viewing value had significantly positive impact on revisit intention.
Purpose The purpose of this study was to provide basic data for spectators group of Taekwondo performance efficient marketing activities through market segmentation from characteristics, perceived values of the Taekwondo performance spectators. Methods The subjects of this research were Kukkiwon, Taekwondowon and 1,021 questionnaires were finally used for the analysis. The results of this research were drawn by frequency analysis, CFA(confirmatory factor analysis), reliability analysis, cluster analysis (hierarchical and K-means), cross-tabulation analysis and One-way ANOVA were used for data processing through SPSS 22.0 and AMOS 22.0. Results As results of the analysis, It was subdivided into three clusters (such as group of male college students, man group of low perceived value and high degreed women group of low pragmatism). Conclusions The significant differences of the characteristics and perceived value appeared from each cluster. Cluster 1: A group of male college students, and the highest perceived value for Taekwondo performance. Cluster 2: A group of male, and a low perceived value for Taekwondo performance. Cluster 3: A group of high degreed women and a low pragmatism of perceived value. Therefore, a practical marketing strategy was needed for each groups.
Many teams in the first division soccer league in Korea are suffering from financial insolvency which has resulted from lack of fan support. Despite the mentioned fact, many teams are still distributing free tickets which results lessoned ticket sales revenue. In order to address the fundamental issue of financial insolvency, it is important to seduce more paid fans to come to stadiums along with increased number of fans. The current study, therefore, examined the perceived value of K-league match ticket prices compared with other competitors such as baseball, basketball, and movie theaters. Data were collected from Gyeongnam F.C.'s home game and out of 164 data collected, 127 were utilized for further analysis. A conjoint analysis was conducted using regression analysis (Luce, 1959) to compare fans' perceived value of ticket prices among different entertainment options. The results displayed that K-league teams should consider increasing ticket prices as it is currently under-priced and, as a result, higher ticket price will drive increase in revenue.
PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company. METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.
