Effects of the perception of convergence in sports industry and service differentiation strategies grafting augmented reality on viewing intention

Abstract

In a bid to contribute to the continuous growth of Korean Baseball Industry, this study aims to examine the effects of recognizing economic, cultural, international, social attributes of sport convergence industry and service differentiation strategies on viewing intention. Further, based on the findings of this study, applicable strategies for differentiating service of Korean Professional Baseball Industry and also strategic plans and basic data for securing competitive advantages are also provided. This study was conducted among 20-year-old men and women who visited stadium(Korea Professional Baseball Game) during September, 2016. The questionnaire was used and a total of 361 data were obtained. All the data were analyzed utilizing both SPSS and AMOS statistical programs. After coding, confirmatory factor analysis and reliability analysis were carried out. After that, path analysis was also carried out through analysis of correlation between each factor and structural equation model. First, the economic attribute recognition of sports convergence industry had positive effect on the recognition of service differentiation strategies. Second, cultural attribute recognition of sports convergence industry had not a significant effect on recognition of service differentiation strategy. Third, the recognition of international exchanges in sports convergence industry had positive effect on the recognition of service differentiation strategies. Fourth, the recognition of social attributes in the sports convergence industry had not a significant effect on the recognition of service differentiation strategies. Fifth, the analysis of the effect of service differentiation strategy perception on the intention of watching sports showed that service differentiation strategy perceptions had positive influence on audience intention. The subjects of this study were selected as adult men and women in their 20s who can easily accept new technology. However, since all age groups are participating in sports, it is necessary to study various age groups for the future type of sports industry.