프로야구장 관중의 구매형태에 따른 시설환경이 재구매의도에 미치는 영향

This study conducts the questionnaire with 400 audiences viewing two pro baseball games in order to examine the relationship between expectation level and satisfaction of facility environment factors of pro baseball ground and investigate the influences of the expectation level and satisfaction on repurchase of pro baseball ticket and it obtains the following conclusions. First, as a result of factor analysis of facility environment, seven sub-factors including parking lot, seat, electric sign, stall, accessibility, toilet and ticket office were drawn. Second, such factors as seat, parking lot, stall, accessibility and ticket office showed no significant differences between expectation level and satisfaction. In general, expectation level of facility environment factors was higher than satisfaction level. Third, satisfaction with seat, toilet and electric sign factors had a significant influence on the audience`s will to repurchase pro baseball ticket and there were no significant influences of parking lot, stall, accessibility and ticket office on their will to repurchase it. Fourth, expectation level of seat, accessibility and toilet among facility environment factors of the field had a significant influence on the audience`s will to repurchase pro baseball ticket and there were no significant influences of parking lot, stall, electric sign and ticket office on it. To sum up, there was a difference between expectation and satisfaction level of facility environment by the audience and satisfaction of the audience with facility environment affects their intention to repurchase the pro baseball game. Therefore, it is considered that the provision of service of optimum facility environment for pro baseball audience and diversified and new marketing strategy which can enhance the audience`s satisfaction should be sought to ensure and maintain the audience of pro baseball game.