프로야구 티켓 중고거래의 가격 공정성이 지각된 가치, 관람 만족 및 재구매 의도에 미치는 영향

This study aims to empirically examine the effects of perceived price fairness on perceived value, spectator satisfaction, and repurchase intention in the context of secondary-market transactions for KBO League baseball tickets in Korea. To achieve this purpose, an online survey was conducted with spectators who had purchased professional baseball tickets through secondary-market platforms, and a total of 299 valid responses were used for the final analysis. Based on prior research, the research methods and statistical techniques were refined and supplemented, and frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and mediation effect analysis were employed. The main findings are as follows. First, price fairness had a significant positive effect on perceived value, spectator satisfaction, and repurchase intention. Second, perceived value had a significant positive effect on spectator satisfaction and repurchase intention, and spectator satisfaction also had a positive effect on repurchase intention. Third, perceived value was found to mediate the relationship between price fairness and repurchase intention, and this mediating effect was statistically significant. Based on these results, this study confirms the need for fair price-setting and rational distribution policies in the secondary-market for professional baseball tickets, providing meaningful academic and practical implications for the development of Korean professional baseball and the establishment of fan-centered marketing strategies.