earticle

영어

[Purpose] A scale of determinants of purchasing merchandising products by clubs participating in domestic professional sports leagues was developed, and a fact-finding survey was conducted using the developed scale. [Method] To this end, a confirmatory factor analysis was conducted using SPSS 24.0 for Windows and AMOS 18.0 statistical programs, and an IPA analysis was used to identify the importance and achievement of the determinants of purchasing merchandising products for professional sports clubs. [Result] It was extracted into five factors: team, quality, design, price, and major hitters as a measure of determinants of purchasing merchandising products for professional sports clubs. The results of the IPA analysis were 1st quadrant meeting recommendation, team current performance, peer recommendation, sophistication, product quality, 2nd quadrant product material, discount rate, 3rd quadrant reasonable price, 4th quadrant manager and player fan, wearability, practicality, star player, team's past performance, fan identification, and team image [Conclusion] It is thought that professional sports clubs will be able to simultaneously increase fan satisfaction and sales performance by providing merchandising products that meet the needs of fans.

한국어

[목적] 국내 프로스포츠 리그에 참여하고 있는 구단의 머천다이징 상품에 대한 소비자들의 구매결정요인 척도를 개 발하고, 개발된 척도를 이용하여 실태조사를 실시하였다. [방법] 이를 위해 SPSS 24.0 for Windows와 AMOS 18.0 통계 프로그램을 이용하여 확인적 요인분석을 실시하였고, IPA(Importance-Performance Analysis)분석을 활용하여 프로스 포츠 구단 머천다이징 상품 구매결정요인의 중요도와 성취도를 규명하였다. [결과] 프로스포츠 구단 머천다이징 상 품 구매결정요인 척도로 팀, 품질, 디자인, 가격, 주요타자 등 5개 요인으로 추출되었고, IPA분석 결과는 1사분면 모 임추천, 팀의 현재 성적, 동료추천, 세련미, 제품품질, 2사분면 제품소재, 할인율, 3사분면 합리적 가격, 4사분면 감독 및 선수의 팬, 착용성, 실용성, 스타선수, 팀의 과거 성적, 팬 식별, 팀 이미지로 나타났다. [결론] 프로스포츠 구단은 팬들의 요구에 부응하는 머천다이징 상품을 제공함으로써 팬 만족도와 판매 성과를 동시에 높일 수 있을 것이라 생각된다.