경기 패배 시 팬들의 귀인 유형에 따른 반추, 주의전환이 분노와 부정적 구전 의도에 미치는 영향

국문 초록 (Abstract)

이 연구의 목적은 스포츠팬들이 팀 패배 상황에서 느끼는 분노 감정을 탐색하는 데 있다. 구체적으로, 팬들의 귀인 유형에 따른 반추와 주의전환 반응을 파악하고 반추와 주의전환 반응이 팬들의 분노에 미치는 영향을 파악하며, 나아가 분노 감정이 부정적 구전 의도에 어떠한 영향을 미치는지 검증하고자 하였다. 이를 위해, 팀이 패배한 경기를 관람한 팬을 대상으로 온라인 설문조사를 진행하였고 총 306부를 최종 분석에 사용하였다. 그 결과, 팀 패배에 대한 팬들의 내적 귀인이 커질수록 사건초점반추(β=.55, p<.01)와 자기초점반추(β=.19, p<.01)가 증가하였고 주의전환(β=-.47, p<.01) 반응은 더 감소하는 것으로 나타났다. 또한, 사건초점반추(β=.64, p<.01)와 자기초점반추(β=.13, p<.01) 반응이 증가할수록 분노 감정은 더 증가하는 반면 주의전환(β=-.21, p<.01) 반응이 증가할수록 분노 감정은 더 감소하는 것으로 나타났다. 마지막으로 팬들의 분노 감정이 증가할수록 부정적 구전 의도(β=.59, p<.01)는 더 커지는 것으로 나타났다. 결론적으로, 팀 패배에 대한 내적 귀인이 커질수록 팬들은 반추 반응을 보이고 이러한 반추 반응은 팬들의 분노를 증가시키는 것으로 나타났다. 반대로 팀 패배에 대한 외적 귀인이 커질수록 주의전환 반응을 보이고 주의전환 반응은 팬들의 분노를 감소시키는 것으로 나타났다. 따라서 스포츠조직이 경기 패배 후 팬들의 주의전환 반응을 불러일으키는 다양한 이벤트 전략을 모색한다면 팬들의 분노 감정을 관리하는 데 도움이 될 수 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore the sport fan’s anger following the team’s loss. Specifically, this study looked into responses of rumination and distraction according to fan’s attribution type, and investigated the effects of rumination and distraction on fan’s anger, and examined the influence of fan’s anger on negative word-of-mouth intentions. To that end, a total of 306 sets of the online survey were included in statistical analysis, which collected from sport fans with experience of favorite team’s defeat. As a result of this study, Internal attribution fans toward team‘s loss activates both provocation-focused rumination(β=.55, p<.01) and self-focused rumination(β=.19, p<.01), and in turn, decreases distraction(β=-.47, p<.01) Provocation-focused rumination(β=.64, p<.01) and self-focused rumination(β=.13, p<.01) both had positive relationships with anger, and distraction(β=-.21, p<.01) was negatively related to anger. In addition, the positive relationship between fan’s anger(β=.59, p<.01) and negative word-of-mouth intention was identified. In conclusion, internal attribution fans showed a response of rumination, and the rumination activates fan’s anger. Whereas, external attribution fans reacted with a distraction response, and the distraction alleviates their anger. Therefore, If sport organizations consider various strategies activating a distraction after losing game, they can manage sport fan’s Anger.

목차 (Table of Contents)

• 서론
• 이론적 배경
• 연구방법
• 연구 결과
• 논의
• 결론 및 제언
• 참고문헌
• ABSTRACT

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