부산 지역 대학생들의 프로야구 중계방송 시청 효과에 관한 연구:시청만족도 및 팀 브랜드 구매의도를 중심으로

초록

This study examined the effects of viewing television baseball programs in terms of two levels such as direct(viewing satisfaction) and indirect effects(team brand purchase intension). Simply put, this research attempted to clarify the relationships between viewing for television baseball programs and its two bahavioral intentions. Using the Lotte Giants as a research topic, a questionnaire was conducted among 240 college students in the Busan area. Major results of the study were as follows; firstly, motives for viewing television baseball programs were found to be entertainment, sexual interest/relief of solitude, pursuit of information, identity of the Busan area and habit/killing time. Secondly, some factors including identity of the Busan area, entertainment, sexual interest/motive of relief of solitude, viewing frequency and para-social interaction had influenced on the degree of satisfaction in viewing. Thirdly, sexual interest/motive of relief of solitude and para-social interaction had positive effects on the degree of intention for team brand purchase. Based on them, we derived implications from the above research results.

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