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Korean Society of Leisure, Recreation & Park
[ Article ]
Korean Journal of Leisure, Recreation & Park - Vol. 48, No. 2, pp.39-51
ISSN: 1598-0413 (Print)
Print publication date 30 Jun 2024
Received 07 May 2024 Revised 03 Jun 2024 Accepted 18 Jun 2024
DOI: https://doi.org/10.26446/kjlrp.2024.6.48.2.39

20대, 30대 K리그 관람객의 대리적 노스탤지어, 장소애착 및 고객충성도 간의 관계 분석

이민석1 ; 전세현2 ; 전성범3
1연세대학교 연구교수
2연세대학교 석사과정
3우석대학교 교수
The Relationship among Vicarious Nostalgia, Place Attachment and Customer Loyalty for 2,30’s K-League Visitors
Minseok Lee1 ; Sehyun Jun2 ; Sung Bum Chun3
1Yonsei Universiry
2Yonsei Universiry
3Woosuk University

Correspondence to: Chun, Sung Bum E-mail: sungbum@woosuk.ac.kr

Abstract

The purpose of this study is to analyze the relationships between K-league fans' vicarious nostalgia, place attachment, and customer loyalty. To conduct the study, a questionnaire was used as a measurement tool. Among the non-probability sampling methods, convenience sampling was used, and a total of 306 copies of data were collected and used for analysis. SPSS 26.0 and AMOS 22.0 programs were used for data processing, and data were analyzed through frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis. The research results are as follows. First, vicarious nostalgia for K-League was found to have a significant impact on place attachment. Second, place attachment was found to have a significant effect on customer loyalty. Third, vicarious nostalgia was found to have no significant effect on customer loyalty. Lastly, place attachment was found to fully mediate the relationship between vicarious nostalgia and customer loyalty. The significance of this study is that it can serve as evidence and data on how to approach the new generation that is entering the history and traditions of K-League clubs in celebration of the 40th anniversary of the founding of the K-League in 2023.

Keywords:

vicarious nostalgia, place attachment, customer loyalty, K-league

키워드:

대리적 노스탤지어, 장소애착, 고객충성도, 케이리그

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