Along with the change of professional baseball fans, experimental consumption is one of the emerging field which is valuable to be studied, so specified study for this area will be necessary because it aims at promoting re-experience of the fans by settling down the experimental consumption as one study field and improving viewing environment.
To achieve this study purpose, it conducted survey of spectators visiting Jamsil, Mokdong, and Incheon baseball stadium in 2009 to select samples. After collecting the questionnaires, it excluded responses which are not confident and conducted reliability analysis, factor analysis, correlation analysis, multiple regression analysis for other reponses using Window SPSS 17.0 Version.
Results are following. First, as a result of correlation analysis among factors, there was high correlation between below factors. Second, amusement and symbolism of the experimental consumption features visiting professional sports games showed meaningful influence on enjoyment. Third, amusement, symbolism, commonality of the experimental consumption features showed meaningful influence on guilt feelings. Fourth, in the study of experimental consumption features influencing on re-experience intention, symbolism, and commonality showed meaningful influence on re-experience intention.
The results from above procedures and study indicates that sports fans visiting sports games are not just seeking simple pleasure of wasteful consumption, so it needs to lead them to feel enjoying desirable and symbolic consumption by providing them with systematic and organic viewing environment.