Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
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

References

  • 강준혁, 정윤지, 이준성(2021). 스포츠 소비자의 독특성 욕구와 대리적 노스탤지어가 제품의 가치지각, 만족도, 재구매의도에 미치는 영향: MZ 세대의 뉴트로 스포츠 제품 소비를 중심으로. 한국스포츠산업경영학회지, 26(4), 21-48.
  • 고은서, 조남기, 최나영(2021). 여성 풋살 동호회 참여자들의 소속감 형성 경험에 대한 내러티브 탐구. 한국여성체육학회지, 35(2), 39-63.
  • 김기현, 윤유식, 이혜련(2014). 컨벤션목적지 브랜드경험이 장소애착성 및 충성도에 미치는 영향. 호텔경영학연구, 23(2), 151-166.
  • 김민정, 원도연, 이광용(2014). 프로배구 경기장의 서비스스케이프와 지각된가치, 스포츠 관여도, 충성도의 구조적 관계. 한국스포츠산업경영학회지, 19(4), 39-58.
  • 김상유, 이광용(2008). 골프장의 고객접점이 경기결과만족, 충성도, 재방문의도에 미치는 영향. 한국체육학회지, 47(6), 457-466.
  • 김용만(2016). 프로구단-관중관계성이 동일시요인 및 기업 스폰서십결과에 미치는 영향. 한국스포츠산업경영학회지, 21(3), 15-32.
  • 김진엽(2023년 12월 3일). 프로축구 K리그, 유로관중 집계 이후 첫 300만 돌파. 뉴시스. https://www.newsis.com/view/?id=NISX20231203_0002544143&cID=10503&pID=10500
  • 김혜영, 김세준(2014). 박물관의 장소성 형성요인이 장소애착과 장소가치인식, 행위의도에 미치는 영향에 관한 연구. 예술경영연구, 30, 185-217.
  • 라선아(2018). 소비자 장소에 적용된 레트로 마케팅과 소비자 반응-장소 노스탤지어와 장소애착을 중심으로. 마케팅관리연구, 23(4), 25-58.
  • 박경윤(2014). 장소애착 형성요인의 환유 적용에 관한 연구. 기초조형학연구, 15(6), 147-159.
  • 송선영, 차길수(2022). 카지노 복합리조트 방문객이 지각하는 회복적 서비스스케이프가 장소애착 및 장소 충성도에 미치는 영향. 관광연구, 37(8), 209-233.
  • 유영심(2017). 지역정체성과 축제 만족도 및 충성도간의 영향관계 -강릉커피축제 방문객을 중심으로-. 동북아관광연구, 13(1), 127-144.
  • 윤석주, 한진욱, 유정석(2013). 프로야구 팀 브랜드 연상이 팀 충성도에 미치는 영향: 팀 동일시의 조절효과. 한국체육과학회지, 22(1), 515-529.
  • 이동준, 정인영(2018). HMR 패키지디자인의 시각적 요인이 브랜드 선호도, 브랜드 충성도, 재구매 의도에 미치는 영향 대형마트 HMR 상품을 중심으로. Culinary Science & Hospitality Research, 24(6), 170-180.
  • 이석무(2021년 8월 3일). 출시되면 완판! 화제의 중심에 선 K리그 레트로 유니폼. 이데일리 https://www.edaily.co.kr/news/read?newsId=01685926629143712&mediaCodeNo=258
  • 이선령, 남궁영, 윤혜현(2013). 충성도 프로그램이 관계품질과 재방문의도에 미치는 영향-레스토랑 유형의 조절효과를 중심으로. 한국식생활문화학회지, 28(2), 186-194.
  • 이수연, 김영국(2023). MZ 세대 뉴트로 카페 방문객의 독특성 욕구 및 고유성이 대리적 노스탤지어와 충성도에 미치는 영향. 한국외식산업학회지, 19(1), 153-165.
  • 이연주(2006). 프로축구 서포터즈 정체성 형성과정. 미간행박사학위논문. 서울:서울대학교.
  • 전세현, 이민석, 이철원(2023). K 리그 관람객의 레트로 마케팅, 장소애착 및 관람만족 관계분석: FC 서울 중심으로. 한국레저사이언스학회지, 14(3), 213-226.
  • 전영진, 전종우, 우미원(2023). 노스탤지어 마케팅이 소비자 태도에 미치는 영향– 개인적 특성, 상품 특성의 위계적 회귀분석을 중심으로-. 문화와융합, 45(6), 695-708.
  • 정원진(2012). 지각된 모바일 쇼핑의 가치가 쇼핑몰 충성도 및 구매의도에 미치는 영향. e-비즈니스연구, 13(5), 203-226.
  • 주형연(2023년 11월 28일). K리그, K리그 최초 40만 관중 돌파...‘여성·가족팬’ 늘었다. 스포츠월드 https://www.sportsworldi.com/newsView/20231128511646
  • 한주형, 류시영(2022). 세계유산 관광지를 방문한 MZ 세대 관광객의 진정성과 노스탤지어 경험이 충성도에 미치는 영향. 관광학연구, 46(1), 63-82.
  • Alrobaee, T. R., & Al-Kinani, A. S. (2019, December). Place dependence as the physicalenvironment role function in the place attachment. InIOP Conference Series: Materials Science and Engineering (Vol. 698, No. 3, p. 033014). IOP Publishing. [https://doi.org/10.1088/1757-899X/698/3/033014]
  • Armstrong, G., & Kotler, P. (2003). Marketing: an introduction. Pearson Educacion.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. [https://doi.org/10.1037//0022-3514.51.6.1173]
  • Barcus, H., & Shugatai, A. (2021). The Role of Nostalgia in (Re)creating Place Attachments for a Diasporic Community. Geographical Review, 112, 103 – 124. [https://doi.org/10.1080/00167428.2020.1852406]
  • Baumgartner, H. (1992). Remembrance of things past:Music, autobiographical memory, and emotion. ACR North American Advances.
  • Boley, B. B., Strzelecka, M., Yeager, E. P., Ribeiro, M. A., Aleshinloye, K. D., Woosnam, K. M., & Mimbs, B. P. (2021). Measuring place attachment with the abbreviated place attachment scale (APAS). Journal of environmental psychology, 74, 101577. [https://doi.org/10.1016/j.jenvp.2021.101577]
  • Bunch, C. Y. (2022). Nostalgia as a Tactic for Marketers: The Use of Retro Marketing to Entice Consumer Purchase. Association of Marketing Theory and Practice Proceedings.
  • Charleston, S. (2009). The English football ground as a representation of home. Journal of Environmental Psychology, 29, 144-150. [https://doi.org/10.1016/j.jenvp.2008.06.002]
  • Cho, H. (2021). How nostalgia forges place attachment and revisit intention: A moderated mediation model. Marketing Intelligence & Planning, 39(6), 856-870. [https://doi.org/10.1108/MIP-01-2021-0012]
  • Chi, O., & Chi, C. (2020). Reminiscing Other People’s Memories: Conceptualizing and Measuring Vicarious Nostalgia Evoked by Heritage Tourism. Journal of Travel Research, 61, 33 – 49. [https://doi.org/10.1177/0047287520969904]
  • Goulding, C. (2001). Romancing the past: heritage visiting and the nostalgic consumer. Psychology & Marketing, 18(6), 565-592. [https://doi.org/10.1002/mar.1021]
  • Goulding, C. (2002). An exploratory study of age related vicarious nostalgia and aesthetic consumption. ACR North American Advances.
  • Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. ACR North American Advances.
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. [https://doi.org/10.1080/10705519909540118]
  • Hill, B., & Green, C. (2000). Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts. Sport Management Review, 3, 145-162. [https://doi.org/10.1016/S1441-3523(00)70083-0]
  • Kline, R. B. (2011). Principles and practice of structural equation modelling . New York: Guildford Publication. Eurasian Journal of Educational Research, 68(2017), 221-238.
  • Kim, K. T., & Kwak, D. H. (2014). Building team identity through place attachment: A case of a Korean professional soccer club. In The sports business in the Pacific Rim: Economics and policy. Cham: Springer International Publishing. [https://doi.org/10.1007/978-3-319-10037-1_20]
  • Madgin, R., Bradley, L., & Hastings, A. (2016). Connecting physical and social dimensions of place attachment: What can we learn from attachment to urban recreational spaces?. Journal of Housing and the Built Environment, 31, 677-693. [https://doi.org/10.1007/s10901-016-9495-4]
  • Merchant, A., & Rose, G(2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66, 2619-2625. [https://doi.org/10.1016/j.jbusres.2012.05.021]
  • Marchegiani, C., & Phau, I. (2011). The value of historical nostalgia for marketing management. Marketing Intelligence & Planning, 29(2), 108-122. [https://doi.org/10.1108/02634501111117575]
  • Oliver, R. L., & Bearden, W. O. (1983). The role of involvement in satisfaction processes. ACR North American Advances.
  • Phau, I., Quintal, V., Marchegiani, C., & Lee, S. (2016). Looking beyond pasta and pizzas: Examining personal and historical nostalgia as travel motives. International Journal of Culture, Tourism and Hospitality Research, 10(3), 296-309. [https://doi.org/10.1108/IJCTHR-07-2015-0073]
  • Proshansky, H. M., Fabian, A. K., & Kaminoff, R. (2014). Place-identity. The people, place and space reader, 77-81.
  • Scannell, L., & Gifford, R. (2017). The experienced psychological benefits of place attachment. Journal of environmental psychology, 51, 256-269. [https://doi.org/10.1016/j.jenvp.2017.04.001]
  • Shi, Y., Bettache, K., Zhang, N., & Xue, L. (2021). Constructing nostalgia in tourism: a comparison analysis of genuine and artificial approaches. Journal of Destination Marketing & Management, 19, 100488. [https://doi.org/10.1016/j.jdmm.2020.100488]
  • Tamir, I. (2022). The natural life cycle of sports fans. Sport in Society, 25(2), 338-352. [https://doi.org/10.1080/17430437.2020.1793756]
  • Williams, D. R., & Roggenbuck, J. W. (1989). Measuring place attachment: Some preliminary results. In NRPA Symposium on Leisure Research, San Antonio, TX(Vol. 9).
  • Wood, J., & Gabie, N. (2011). The football ground and visual culture: recapturing place,memory and meaning at Ayresome Park. The International Journal of the History of Sport, 28(8-9), 1186-1202. [https://doi.org/10.1080/09523367.2011.567771]
  • Yoshida, M., Gordon, B. S., Nakazawa, M., & Yoshioka, N. (2021). An integrated model for stadium atmosphere and stadium attachment: an empirical test in two baseball stadium contexts. Sport Marketing Quarterly, 30(2), 95-110. [https://doi.org/10.32731/smq.302.062021.02]