earticle

영어

This study is for analyzing the effect through professional baseball players influencing an improvement on the team's image and public revisitation. Finally, Basic information about the effect of starplayer marketing can be provided. Targets are adults who watched the 2012 games at stadium in Seoul or Incheon. Questionnaire conducted in convenient way was obtained from 350 samples, considered with the proportion of men and women. But Only 318 questionnaires are used without unfocused things. Questionnaire following the purpose of study is composed of 3 parts such as Marketing, Image of teams, revisitation. And It was improved by prior studies and professional suggestion. Consequently, All 3 parts are within the level of confidence. Various statistics techniques are used in this study. In material way, descriptive, frequency analysis, exploratory factor analysis, Cronbach's A, t-test, one-way ANOVA, correlation analysis and multiple regression analysis are included. Ultimately, this study reached the following conclusions. First of all, After analyzing the effect of demographic data on team's image, growth potential index of women is higher than those of men. Secondly, star player marketing has an effect on revisitation. That is, athletic performance and advertisement infulence product/service, facillity, contribution to community while Image of star playes doesn't. Third, team's image has an effect on revisitation. Product/service and growth potential influence revisitation and recommendation while facilities and contribution to community can't influence. Forth, star player marketing has an effect on revisitation, Image and advertisement except for athletic performance. As a result, star players marketing has an effect on the image of team and revisitation. So It can be made the best use of media to grow some star players and to get more satisfaction from people.