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Korean Society of Leisure, Recreation & Park
[ Article ]
Korean Journal of Leisure, Recreation & Park - Vol. 50, No. 3, pp.89-102
ISSN: 1598-0413 (Print)
Print publication date 30 Sep 2026
Received 11 Aug 2026 Revised 06 Sep 2026 Accepted 14 Sep 2026
DOI: https://doi.org/10.26446/kjlrp.2026.9.50.3.89

KBO 경기장 분위기가 재관람 의도 및 팀 응원의도에 미치는 영향: 관람 만족의 매개효과와 장소애착의 직접효과를 중심으로

유서동1 ; 주동오2
1경희대학교 박사과정
2경희대학교 부교수
Stadium Atmosphere and Fan Loyalty in Korean Professional Baseball: The Mediating Roles of Spectator Satisfaction and Place Attachment
Liu, Shu-Tong1 ; Joo, Dongoh2
1Kyung Hee University
2Kyung Hee University

Correspondence to: Joo, Dongoh E-mail: joo.dongoh@khu.ac.kr

Abstract

Drawing on the stimulus–organism–response framework, this study examined how stadium atmosphere influences revisit intention and team support intention among spectators of the Korea Baseball Organization (KBO), with spectator satisfaction and place attachment as mediators. Stadium atmosphere was modeled as a reflective second-order construct of seven dimensions: entertainment, game presentation equipment, facilities, food and beverage space, professional personnel, team competition, and cheering squad. Survey data from 382 KBO spectators were analyzed using structural equation modeling, and the model showed acceptable fit. Stadium atmosphere significantly predicted satisfaction and all three place attachment dimensions (β=.658–.789) but had no direct effect on revisit intention (β=.002). Satisfaction predicted revisit intention (β=.892) and team support intention (β=.217), and revisit intention in turn predicted team support intention (β=.450). Among the place attachment dimensions, only place affect (β=.129) and place identity (β=.140) predicted team support intention. Bootstrapping with bias-corrected 95% confidence intervals showed that satisfaction fully mediated the path from atmosphere to revisit intention (estimate=.824) and that atmosphere reached team support intention serially through satisfaction and revisit intention (estimate=.309), whereas the indirect paths through the three place attachment dimensions were not significant. Stadium atmosphere therefore translates into behavioral intentions primarily through satisfaction, while place-based bonds contribute to team support as direct rather than mediating effects. Clubs should complement facility investment with programs that build identity-based connections to the ballpark.

Keywords:

stadium atmosphere, spectator satisfaction, revisit intention, team support intention, Korea Baseball Organization

키워드:

경기장 분위기, 관람 만족, 재관람 의도, 팀 응원의도, 한국 프로야구

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