인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study aims to analyze the impact of professional baseball consumers' perceptions of managerial image on team trust and team loyalty and to verify the mediating effect of team trust. A survey was conducted with 459 spectators who attended the 2024 Shinhan SOL Bank KBO League games, and the research model was validated using Confirmatory Factor Analysis(CFA) and Structural Equation Modeling(SEM) via SPSS and AMOS. The results revealed that managerial image significantly influences both team trust and team loyalty, with team trust partially mediating the relationship between managerial image and team loyalty. Specifically, the ethical behavior, professionalism, and communication skills of managers were identified as critical factors that foster positive trust and emotional attachment among fans, thereby enhancing team loyalty. Furthermore, team trust served as a vital mediating variable that connects managerial image with team loyalty, emphasizing the importance of transparent operations and fair decision-making in building fan trust. This study provides empirical evidence of the relationships among managerial image, team trust, and team loyalty, offering strategic insights for professional baseball organizations to strengthen fan loyalty through effective manager management and trust-building strategies.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
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오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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