Mar Magnusen , Yong Chae Rhee , Yu Kyoum Kim
DOI:
Abstract
The purpose of this study was to expand the research of Matsuoka, Chelladurai, and Harada (2003) by investigating the influence of team identification and game satisfaction on sport spectator revisit intention in a Korean context. After conducting an extensive literature review, a structural model concerning the relationship between team identification, satisfaction, and revisit intention was determined to be an effective approach to fulfill the research purpose. Data were collected from the sixth round in four games of the "Anycall" Korean Basketball League (KBL). Using the convenience sampling method, a total of 290 game attendees responded to the instrument. After screening the data, 278 questionnaires were retained for use with the study. Structural equation modeling was used to test relations among team identification, game satisfaction, and revisit intention using AMOS 4.0. Both team identification and game satisfaction were found to have a positive impact The purpose of this study was to expand the research of Matsuoka, Chelladurai, and Harada (2003) by investigating the influence of team identification and game satisfaction on sport spectator revisit intention in a Korean context. After conducting an extensive literature review, a structural model concerning the relationship between team identification, satisfaction, and revisit intention was determined to be an effective approach to fulfill the research purpose. Data were collected from the sixth round in four games of the "Anycall" Korean Basketball League (KBL). Using the convenience sampling method, a total of 290 game attendees responded to the instrument. After screening the data, 278 questionnaires were retained for use with the study. Structural equation modeling was used to test relations among team identification, game satisfaction, and revisit intention using AMOS 4.0. Both team identification and game satisfaction were found to have a positive impact on revisit intention. A positive interaction effect between game satisfaction and team identification was also observed. Theoretical and practical implications are discussed, and future research directions are provided.
Key Words
team identification, satisfaction, sport consumer behavior, Korea, KBL