프로야구 팬들의 팬 커뮤니티 마커가 커뮤니티 사이트 만족과 공동가치창출에 미치는 영향

Abstract

The purpose of this study was to examine the structural relationship among the fan community markers(shared consciousness, rituals and traditions, moral responsibility), community site satisfaction, and value co creation(fan engagement behavior, fan citizenship behavior). Additionally, present study verified the moderating effect of team identification in the relationship between fan community markers and community site satisfaction in the context of sports fan community. For these research purposes, the present study targeted 500 community members of sports fan community about professional baseball via online survey platforms in Korea. All 500 cases were included in the final data analysis. A confirmatory factor analysis(CFA) was conducted to examine the reliability and validity of the measurement model. Once the result of CFA ensured reliability and validity of the measurement model, a latent moderated structural equations modeling(LMS) was performed to test the theorized hypotheses. The results of hypothesis testing are summarized below. First, the effect of shared consciousness on community site satisfaction was found to be statistically significant and positive(Hypothesis 1-1). Second, the effect of rituals and traditions on community site satisfaction was found to be statistically significant and positive(Hypothesis 1-2). Third, the effect of moral responsibility on community site satisfaction was found to be statistically significant and positive(Hypothesis 1-3). Fourth, the moderating effect of team identification on the relationship between shared consciousness and community site satisfaction was not statistically significant(Hypothesis 2-1). Fifth, the moderating effect of team identification on the relationship between rituals and traditions and community site satisfaction was statistically significant and negative(Hypothesis 2-2). Sixth, the moderating effect of team identification on the relationship between moral responsibility and community site satisfaction was statistically significant and positive(Hypothesis 2-3). Seventh, the effect of community site satisfaction on fan engagement behavior was found to be statistically significant and positive(Hypothesis 3). Eighth, the effect of community site satisfaction on fan citizenship behavior was found to be statistically significant and positive(Hypothesis 4). In conclusion, the present study has theoretical implications by illuminating the process mechanism of the effect of fan community markers on community site satisfaction and value co creation and empirically showing different patterns of sports fan in sport community site and satisfaction from sports community site depending on team identification. Additionally, the results of the current study provide practical implications for developing effective management in sports community site and team.