목표지향적 행동모형을 적용한 프로농구 관람객의 의사결정과정 연구 (Decision-Making Process of KBL Spectator using Model of Goal-directed Behavior)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 82호 / 69 ~ 81페이지
· 저자명 : 김기웅, 임승재

초록

Purpose: The purpose of this study is to apply the Model of Goal-directed Behavior which can verify explanatory variate of the decision-making process in the behaviors of the KBL spectator.
Method: The subjects of this study were viewers of KBL games as part of the 2019-2020 seasons. 457 copies of the survey were used for the final analysis. Data were analyzed using PASW 18.0, AMOS 20.0. The following were performed: frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and SEM analysis.
Results: The results of the analyses were as follows. First, SN, PAE, NAE, PBC, and PF were found to have positive effects on aspirations. Second, DE was found to have effects on BI.
Conclusion: The results of this study present an insight into the cognitive factors that affect the BI of the viewers of KBL games such as the acceptance of surrounding people’s opinions, the anticipated and expected reactions to the viewing of the games, and the temporal and psychological space for BI. In particular, the results indicate, among other things, that perceived behavior controllability and past frequency have positive effects on aspiration but negative effects on behavioral intentions. Therefore, the implication can be derived from this study that KBL should make efforts to identify the images that can affect the viewer’s decision-making process and improve the negative perception through the behavior controllability and PF perceived as the precedence factors that affect behavior intentions. It is thought that the implication will provide critical data for establishing the structural relationship for KBL spectators’ revisiting.

영어초록

Purpose: The purpose of this study is to apply the Model of Goal-directed Behavior which can verify explanatory variate of the decision-making process in the behaviors of the KBL spectator.
Method: The subjects of this study were viewers of KBL games as part of the 2019-2020 seasons. 457 copies of the survey were used for the final analysis. Data were analyzed using PASW 18.0, AMOS 20.0. The following were performed: frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and SEM analysis.
Results: The results of the analyses were as follows. First, SN, PAE, NAE, PBC, and PF were found to have positive effects on aspirations. Second, DE was found to have effects on BI.
Conclusion: The results of this study present an insight into the cognitive factors that affect the BI of the viewers of KBL games such as the acceptance of surrounding people’s opinions, the anticipated and expected reactions to the viewing of the games, and the temporal and psychological space for BI. In particular, the results indicate, among other things, that perceived behavior controllability and past frequency have positive effects on aspiration but negative effects on behavioral intentions. Therefore, the implication can be derived from this study that KBL should make efforts to identify the images that can affect the viewer’s decision-making process and improve the negative perception through the behavior controllability and PF perceived as the precedence factors that affect behavior intentions. It is thought that the implication will provide critical data for establishing the structural relationship for KBL spectators’ revisiting.

참고자료

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