DBPIA-NURIMEDIA

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1 The e-business Studies Volume 17, Number 6, December, 30, 2016:3~20 Received: 2016/12/04, Accepted: 2016/12/27 Revised: 2016/12/27, Published: 2016/12/30 [ABSTRACT] This study aims to comprehensively analyze factors affecting team identifi cation of professional basseball fans in Korea. Variables have been divide d into two domains; game factors incl uding Player(X1) and Team performa nce(x2), and SNS factors including I nformativeness(x3), Timeliness(X4), Reliability(X5), Interaction between u sers(x6) and Amusement(X7), Also, interaction effects between game fact ors and SNS factors have been inves tigated for the stereoscopic understa nding of SNS-related consumer beha vior. For the sample, 7 investigators visited stadium for two games and th e total number of 196 spectators was sampled by convenience sampling m ethod. According to the results of reg ression analyses, X1, X2, X3, and X7 proved to have positive relations with team identification. The interaction ef fects between X1 and X7, and X2 an d X5 have been identified. Hypothese s related X4, X5, X6, however, did no t confirmed. Even though several hyp otheses have not been supported, thi s study will contribute to related studi es and provide meaningful implicatio ns for managers in the field at the sa me time, since it has attempted to fig ure out not only direct effects but mo derating effects of SNS factors. [CONTENTS] ABSTRACT Ⅰ. Introduction Ⅱ. Theory and Hypotheses Ⅲ. Research Methodology Ⅳ. Results and Discussion Ⅴ. Conclusion References 국문초록 [Key Words] Team identification, Player, Team performance, Informativeness, Timeliness, Reliability, Interaction, Amusement SNS Factors Affecting Fans Team Identification in KBO League : Focused on the Interaction Effects with Game Factors Seung Nyun Choi* * Assistant Professor, Dept. of Business Administration, Sahmyook University (snchoi@syu.ac.kr) Ⅰ. Introduction ISSN (Print), ISSN (Online) Seung Nyun Choi 3

2 SNS Factors Affecting Fans Team Identification in KBO League Ⅱ. Theory and Hypotheses 1. Concept and Meaning of SNS 2. Related Studies 4 The e-business Studies ; 17(6) : 3-20,

3 3. Hypotheses (1) Team Identification ISSN (Print), ISSN (Online) Seung Nyun Choi 5

4 SNS Factors Affecting Fans Team Identification in KBO League (2) Game Factors (Player, Team Performance) (3) SNS Factors 6 The e-business Studies ; 17(6) : 3-20,

5 구단의정보제공성 신속성 신뢰성 ISSN (Print), ISSN (Online) Seung Nyun Choi 7

6 SNS Factors Affecting Fans Team Identification in KBO League 이용자간상호작용성 유희성 8 The e-business Studies ; 17(6) : 3-20,

7 (4) Interaction Effects Ⅲ. Research Methodology 1. Research Model <Table 1> Summary of Related Studies Context (Industry) Studies Independent Variables SNS-related Factor(s) Dependent Variable(s) Firm Loyalty Team Loyalty ISSN (Print), ISSN (Online) Seung Nyun Choi 9

8 SNS Factors Affecting Fans Team Identification in KBO League 2. Sample [Figure 1] Research Model 3. Measurement <Table 2> General Characteristics of Sample n % 10 The e-business Studies ; 17(6) : 3-20,

9 Ⅳ. Results and Discussion 1. Results <Table 3> Items for Each Variable and Related Studies Variables Items Related Studies ISSN (Print), ISSN (Online) Seung Nyun Choi 11

10 SNS Factors Affecting Fans Team Identification in KBO League α <Table 5> Variance Inflation Factors Variables VIF <Table 4> Descriptive Statistics and Correlation Matrix Variables Mean s.d. X1 X2 X3 X4 X5 X6 X7 Y 12 The e-business Studies ; 17(6) : 3-20,

11 2. Discussion <Table 6> Results of Multi Regression Analyses model1 model2 model3 model4 ISSN (Print), ISSN (Online) Seung Nyun Choi 13

12 SNS Factors Affecting Fans Team Identification in KBO League <Table 7> Hypotheses Test Results Hypotheses Results 14 The e-business Studies ; 17(6) : 3-20,

13 ISSN (Print), ISSN (Online) Seung Nyun Choi 15

14 SNS Factors Affecting Fans Team Identification in KBO League Ⅴ. Conclusion 16 The e-business Studies ; 17(6) : 3-20,

15 References ISSN (Print), ISSN (Online) Seung Nyun Choi 17

16 SNS Factors Affecting Fans Team Identification in KBO League 18 The e-business Studies ; 17(6) : 3-20,

17 ISSN (Print), ISSN (Online) Seung Nyun Choi 19

18 SNS Factors Affecting Fans Team Identification in KBO League 국문초록 프로야구구단소셜네트워크서비스특성과경기요인이 팀동일시에미치는영향 1) 20 The e-business Studies ; 17(6) : 3-20,

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:275~289 Received: 2016/12/02, Accepted: 2016/12/22 Revised: 2016/12/20, Published: 2016/12/30 [ABSTRACT] SNS is used in various fields. Although