스포츠 팬 태도 분석 : 운동선수의 스캔들 유형과 위기커뮤니케이션 전략을 중심으로

Abstract

Purpose: The purpose of this study is to investigate if there are significant differences in various sport fan attitudes (e.g., team attitude, brand attitude, athlete attitude, and acceptance of strategies) depending on the types of professional athlete’s scandals (on-field vs. off-field) and types of crisis communication strategies (accommodative vs. defensive). Method: To achieve the purpose, data were collected from 400 professional baseball fans (over 18 years old) living in Gyeongnam province. Of the 400 questionnaires, a total of 363 questionnaires were employed for final data analysis after excluding 37 incomplete questionnaires. Data were mainly analyzed through Two-way Analysis of Covariances (ANCOVAs) using SPSS 22.0. Results: The results of this study are as follows. First, there was a significant interaction effect on team attitude between types of scandals and types of crisis communication strategies. Specifically, team attitude was the most positive when an accommodative strategy with an on-field scandal situation, while it was the least positive when a defensive strategy with an on-field scandal situation. Second, the results related to brand attitude were the same as those of team attitude. Third, there was no significant interaction effect on athlete attitude between types of scandals and types of crisis communication strategies. Lastly, there were significant interaction effects on the acceptance of strategies between types of scandals and types of crisis communication strategies. Specifically, acceptance of strategies was the highest when an accommodative strategy with an on-field scandal situation, while it was the lowest when a defensive strategy with an onfield scandal situation. Conclusion: The overall findings of this study provide meaningful and practical implications on what types of crisis communication strategies should be used based on types of scandals.