고려대학교

초록/요약

This study is carried out to examine the differences on spectators’ behavior intention by the seats usage patterns in pro-baseball stadium. In order to achieve the purpose of this study, the questionnaires were conducted for spectators who utilized table seats and infield reserved seats in Jamsil baseball stadium and Incheon Munhak Stadium. The collected data were analyzed by the SPSS 18.0 and AMOS 18.0. The results were as follows: First, cleanliness of physical environment factors did not influence on watching satisfaction in the table seats spectators group. But lay out and connivence factor significantly affected on watching satisfaction. Also, all of physical environment factors in seats significantly influenced on watching satisfaction in the infield reserved seats spectators group. Second, watching satisfaction significantly affected on revisit intention in the both groups. Third, after studying the differences among models which imposed equivalence constraint on baseline model and path coefficient of each group, there was no the differences on causal relationship among all factors except the causal relationship between cleanliness and watching satisfaction. As a result of this study, pro-baseball teams should develop strategies for spectators’ behavior intention based on spectators’ needs by seats usage patterns because there is the difference on spectators’ behavior intention by seats usage patterns.