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Traditional and Revised Importance-Performance Analysis of Viewer Perceptions Regarding Korea Baseball Organization Broadcasting

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  • Seung-Man Lee

    (Department of Physical Education, College of Education, Korea University, Seoul 02841, Korea)

Abstract

Given the expectations regarding continued improvement in sports relay broadcasting, research related to Korea Baseball Organization (KBO) relay broadcasting is necessary for it to align with the priorities of viewers. The present study aimed to investigate viewers’ perceptions of the importance and performance of various aspects of KBO relay broadcasting. In May 2021, purposive sampling was used to select 523 participants who had watched KBO broadcasts for more than one year. Participants completed an online survey administered via Google Forms. Frequency analysis, reliability analysis, descriptive statistical analysis, paired t -tests, importance–performance analysis, and revised importance–performance analysis were used to analyze the data. Ratings of importance were higher than those for performance for all sub-factors of KBO relay broadcasting. The IPA, based on the method developed by Martilla and James, yielded 12 factors in Quadrant I, one factor in Quadrant II, five factors in Quadrant III, and two factors in Quadrant IV. In contrast, the use of Vavra’s revised IPA method yielded eight factors in Quadrant I, two factors in Quadrant II, five factors in Quadrant III, and four factors in Quadrant IV. Based on the results derived using these two methods, we discuss the strategic and practical implications of identifying priorities via IPA for future improvements in KBO relay broadcasting.

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  • Seung-Man Lee, 2021. "Traditional and Revised Importance-Performance Analysis of Viewer Perceptions Regarding Korea Baseball Organization Broadcasting," Sustainability, MDPI, vol. 13(21), pages 1-12, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:11670-:d:662166
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    References listed on IDEAS

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    5. Zhang, James J. & Lam, Eddie T.C. & Cianfrone, Beth A. & Zapalac, Ryan K. & Holland, Stephen & Williamson, Debbie P., 2011. "An importance-performance analysis of media activities associated with WNBA game consumption," Sport Management Review, Elsevier, vol. 14(1), pages 64-78, February.
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    2. Jyh-How Huang & Chung-Yi Lu & Yu-Chia Hsu, 2023. "Potential Baseball Fan Engagement: The Determinants of a New Television Audience in the Chinese Professional Baseball League during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(4), pages 1-14, February.
    3. Yan Hu & Feng Lin & Qizhen Dong & Young-joo Ahn, 2024. "Exploring Cultural and Heritage Attributes at Mount Yunqiu, China, Using Importance–Performance Analysis," Sustainability, MDPI, vol. 16(13), pages 1-20, June.

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