코로나 19 이후 여가활동으로서의 프로야구 관련경험 연구: 관람동기, 서비스품질, 플로우경험이 관람만족과 재관람의도에 미치는 영향

최수진¹ ; 이진우²

1절강대학교 교육학 박사
2산동대학교 사회체육학과 교수

Spectator Motivation, Service Quality, and Flow Experience as Determinants of Leisure Experience Quality: Evidence from KBO Spectators in the First Post-COVID Season

Choi, Soo-Jin¹ ; Lee, Jin-Woo²

1Zhejiang University
2Shandong University

Correspondence to: Lee Jin-Woo E-mail: 202396010002@sdu.edu.cn

Abstract

This study investigates professional baseball spectating as a leisure activity and examines spectators’ psychological experiences during the first fully normalized season after COVID-19. Using data from 516 attendees of the 2022 KBO League, descriptive statistics, exploratory factor analysis, reliability testing, and multiple regression analyses were performed. Results showed that spectator motivation and service quality significantly increased flow experience, which in turn positively affected satisfaction and revisit intention. Flow also exhibited a partial direct effect on revisit intention, highlighting the importance of psychological immersion in sustaining leisure participation. These findings illustrate how spectators reconnected with in-person leisure activities after a prolonged period of disruption. By viewing sport spectating as a leisure experience rather than a consumption behavior, this study underscores the central role of flow in post-pandemic leisure recovery and offers practical guidance for improving fan engagement and supporting continued participation.

Keywords:

leisure experience, sport spectating, flow experience, spectator motivation, service quality, satisfaction, revisit intention, KBO League, COVID-19 recovery

키워드:

여가경험, 스포츠관람, 몰입경험, 관람동기, 서비스품질, 만족도, 재관람의도, KBO 리그

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