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
Purpose: The purpose of this research is to verify the effect of professional baseball club teams’ SNS activity on their fan’s emotional response, team image, and team identification in the Covid-19 pandemic in order to provide effective ways and directions to communicate with their fans to the club.
Method: The data were obtained from participants who attended baseball games or joined the team’s official SNS homepage. A total of 381 questionnaires were analyzed using frequency, descriptive statistical, reliability, confirmatory factor, correlation analysis and structural equation modeling.
Results: First, information gained from team SNS activity in the Covid-19 pandemic had a positive effect on the emotional response. Second, the emotional response had a positive effect on the team image. Third, the emotional response had a positive effect on team identification. Fourth, the team image had a positive effect on team identification.
Conclusion: Therefore, it is suggested that drawing positive emotional response from fans through SNS plays a key role to enhance the team image and team identity in the current un-tact circumstances.
Method: The data were obtained from participants who attended baseball games or joined the team’s official SNS homepage. A total of 381 questionnaires were analyzed using frequency, descriptive statistical, reliability, confirmatory factor, correlation analysis and structural equation modeling.
Results: First, information gained from team SNS activity in the Covid-19 pandemic had a positive effect on the emotional response. Second, the emotional response had a positive effect on the team image. Third, the emotional response had a positive effect on team identification. Fourth, the team image had a positive effect on team identification.
Conclusion: Therefore, it is suggested that drawing positive emotional response from fans through SNS plays a key role to enhance the team image and team identity in the current un-tact circumstances.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2021-692-001694331
