본 연구는 프로야구구단의 심리적 프로세스요인과 서비스가치, 관람 후 행동 간의 관계를 규명함으로써 프로야구의 관중유입에 보다 체계적이고 효과적인 마케팅 전략 수립을 위한 실증적인 기초자료를 제공하는데 본 연구의 목적이 있다. 연구대상은 2014년 5월 서울특별시, 경기도, 인천광역시, 전라도, 경상도, 충청도에 위치한 프로야구 홈 경기장을 소유하고 있는 지역의 경기를 관람하러온 관람자를 모집단으로 선정하였으며 총 600부의 설문지를 배포하여 580부를 회수하였고, 580부 중 내용의 일부가 누락되었거나 불성실하게 응답한 82부를 제외한 498부를 최종 유효 표본으로 선정하였다. 수집된 자료는 PASW 18.0 버전을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관관계분석 및 다중회귀분석을 실시하였으며, 다음과 같은 결론을 도출하였다. 첫째, 프로야구 관람자의 심리적 프로세스요인의 하위요인인 동기, 신념 및 태도가 서비스가치의 하위요인인 회비가치에 정(+)적인 영향을 미쳤고, 서비스공정도 요인에서는 학습, 신념 및 태도 순으로 정(+)적인 영향을 미쳤다. 둘째, 프로야구 관람자의 심리적 프로세스요인의 하위요인인 동기, 신념 및 태도가 관람 후 행동의 하위요인인 재 관람의도에 정(+)적인 영향을 미쳤고, 구전의도 요인에서는 동기, 신념 및 태도 순으로 정(+)적인 영향을 미쳤다. 셋째, 서비스가치의 하위요인인 회비가치, 서비스공정도요인이 관람 후 행동의 하위요인인 재 관람의도에 정(+)적인 영향을 미쳤고, 구전의도 요인에서는 회비가치, 서비스공정도 요인이 정(+)적인 영향을 미쳤다.
The purpose of this study was to research the relation between psychological process factor of professional baseball spectators, service value and post-viewing behavior so that it would be able to provide practical and basic information that contribute to establishing the systematic and efficient strategy for attracting the audience to professional baseball games.The targets of this study were audience in Seoul, Gyeonggi-do, Incheon, Jeolla-do, Gyeongsang-do, and Chungcheong-do which have the professional baseball home grounds and 600 questionnaires were distributed to the audience. Among them, 580 questionnaires were returned, and excluding the unfaithful answers, 498 pieces with faithful answers were used to analyze the data. PASW 18.0 version was used for data process, as well as frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis, of which results were as follows.Firstly, motivation, belief and attitude, and learning were the sub factors of psychological process factor of professional baseball spectators, which influenced in order to transaction value of service value. Secondly, excluding learning, motivation, belief and attitude were the sub factors of psychological process factor of professional baseball spectators, which influenced in order to money value of service value. Thirdly, excluding belief and attitude, motivation and learning were the sub factors of psychological process factor of professional baseball spectators, which influenced in order to fairness of service value. Fourthly, except learning, motivation and belief and attitude were the sub factors of psychological process factor of professional baseball spectators, which influenced in order to re-spectating intension of post-spectating behavior. Fifthly, except learning, motivation and belief and attitude were the sub factors of psychological process factor of professional baseball spectators, which influenced in order to word-of-mouth intention of post-spectating behavior.Sixthly, except transaction value, money value and fairness were the sub factors of service value, which influenced in order to re-spectating intension of post-spectating behavior.Lastly, except transaction value, money value and fairness were the sub factors of service value, which influenced in order to word-of-mouth intention of post-spectating behavior. When considering these study results, it was found that psychological process factor of professional baseball spectators has significantly influenced on service value and post-viewing behavior.