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프로야구단 웹사이트 이용실태 분석을 통한 마케팅 전략 연구

The study of marketing strategy through analyzing the usage pattern of professional baseball teams web sites.

  • 김지영 (Kim, Ji Young, 대학원 체육학과 체육학전공)

초록/요약

This dissertation carries out the content analysis of professional baseball team web sties, and examines professional baseball spectators？ the actual condition of utilization and the impact satisfaction on intention to purchase and revisits of the sites. Through this examination, the basic information will be provided for building marketing strategy through professional baseball team web sites. The purpose of this dissertation is to provide suggestions used web sites which role intermediation between users and professional baseball teams as tools of successful marketing strategies. Questionnaires, made for analyzing all professional baseball teams web sites to reach the purpose of dissertation, were provided 988 professional baseball spectators in Seoul and Busan. Collected data were used for analyzing the utilization of professional baseball web sites. The survey was confirmed the reliability and validity of the survey items through examining the pilot test and the final version of the questionnaires were provided for sampling subjects. Frequency analysis, average and standard deviation were analyzed and K󰠏means clustering technique was carried out to confirm better the validity of cluster characteristics after assuming the number of cluster through hierarchical cluster analysis for segmenting spectators. Crosstabulation analysis and chi󰠏square test were carried out for the difference analysis of usage patterns between groups deducted from crowding. The One󰠏way analysis of variance was used to confirm the difference of satisfaction between clusters and the Ducan？s multiple range test was carried out. The SEM and CFA were conducted to examining the impact of the usage satisfaction on purchase intension and revisit of web sites. The following results can be presented. First, even though eight teams have differences in the information offer, the information was provided within similar contents and structures without having offers with specific functions. Second, Low identification, middle identification, high identification were categorized as a result of classification that the types of spectators were classified by team identification for the segmentation of professional baseball spectators. The usage place, usage team, usage time, usage method, usage information, access way were showed statically significant difference as a results of analyzing the usage pattern of web sites by team identification. Third, as a result of analyzing the difference in importance of information offer by team identification, all three groups showed the importance according to game schedules, game results, and team records. The function of team information offer, interaction, promotion, and sales were significantly showed difference in team identification by analyzing the difference of functional importance. Fourth, the significant difference in all factors of usage satisfaction was presented between groups by analyzing the difference of usage satisfaction for the web sites according to team identification. Fifth, the all subordinate factors of usage satisfaction significantly influenced on web sites revisit and purchase intention through confirming the usage satisfaction of team web sites, revisit of web sites, purchase intension. Sixth, the web sites revisit significantly influenced on the purchase intension through examining the relation of web site revisit and purchase intention. In conclusion, information that final users want should offer to build effective team web sites. However, even though final users mostly showed the satisfaction for team web sites, teams actually provided information on the provider as antecedent researches showed rather than information that final consumers want. Thus, each team should consider what final users want information and provide related information through a variety of ways. When information wanted by consumers was provided, users consistently visit web sites and revenues can be generate through the influence on re watching game or purchase intension as stated above. The number of professional baseball spectators is forwarding to the Six million. The web sites should be played the role of medium for connecting teams and consumers by increasing the number of spectators, and also through this marketing implementation, professional sports organizations should find plans to put effective marketing strategies to practical use. Korean baseball organization or teams should consider the importance of information offer that web site users want and spectators want in its dissertation results, and should consistently try to provide useful information. This marketing strategy actually could be of use to purchase sports suppliers or tickets through inducing continuous use of web sites

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목차

Ⅰ. 서 론 1
1. 연구의 필요성 1
2. 연구의 목적 5
3. 연구의 제한점 6
4. 용어의 정의 6
Ⅱ. 이론적 배경 8
1. 프로야구 관람객 8
1) 관람스포츠 소비자로서의 관람객 8
2) 프로야구 관람객 현황 8
2. 시장세분화로서의 팀 동일시 11
1) 동일시의 정의 12
2) 팀 동일시에 대한 선행연구 14
3. 인터넷과 웹사이트 17
1) 인터넷 이용현황 17
2) 웹사이트 목적과 기능 19
3) 웹 사이트의 분류 25
4) 웹사이트 유형 32
4. 웹사이트 분석 35
1) 웹사이트 분석 방법 35
2) 스포츠 웹사이트 분석 방법 42
5. 웹사이트 이용자 만족도 47
1) 웹 사이트 이용에 관한 사용자 만족 47
2) 웹사이트 만족도에 관한 선행연구 48
6. 웹사이트 재방문 의도 51
7. 웹사이트 구매의도 52
Ⅲ. 연구의 모형 및 가설 54
1. 연구 모형 54
2. 연구 가설 55
Ⅳ. 연구 방법 59
1. 웹사이트 내용 분석 59
1) 웹사이트 분석 대상 59
2) 웹사이트 분석 방법 60
2. 실증연구 61
1) 실증연구를 위한 연구대상 61
2) 연구도구 64
3) 예비조사 66
4) 자료수집 및 자료처리 69
Ⅴ. 결과 및 논의 70
1. 각 구단별 웹사이트 분석 70
1) 기아타이거즈 70
2) 두산베어스 77
3) 롯데 자이언츠 90
4) 삼성라이온즈 100
5) 한화이글스 110
6) 히어로즈 120
7) LG트윈스 127
8) SK와이번스 137
2. 구단별 웹사이트 분석 비교 145
3. 프로야구 관람객의 웹사이트 이용형태 분석 149
1) 프로야구 구단 관람객의 프로야구 관심정도 분석 149
2) 프로야구 구단 관람객의 인터넷 이용형태 및 구단 웹사이트 이용형태 분석 152
3) 팀 동일시에 따른 프로야구 관중 유형 분류 158
4) 팀 동일시에 따른 구단 웹사이트 이용형태 분석 159
5) 팀 동일시에 따른 구단 웹사이트 정보제공 중요도 차이 167
6) 팀 동일시에 따른 웹사이트 이용만족도 차이 분석 177
7) 프로야구 구단 웹사이트 이용만족도와 사이트 재방문, 구매의도와의 관계 179
Ⅵ. 결론 및 제언 190
1. 결론 190
2. 제언 192
참고문헌 194
부 록 209
ABSTRACT 217

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