이 연구의 목적은 프로야구 관중이 지각하는 라이센싱제품속성과 구단태도, 관람플로우, 구단동일시, 구단만족 및 재관람의도와의 관계를 규명하는 것이다. 조사대상은 고등학생 이상의 프로야구 관중이며, 7개 경기장에서 편의표본추출법을 활용하여 673명을 표집하였다. 설문지 작성은 자기기입법을 활용하였다. 신뢰도검사는 PASW 18.0을 활용하였고, 확인적요인분석과 구조방정식모형분석은 AMOS 7.0을 활용하였다. 연구결과는 다음과 같다. 첫째, 라이센싱제품속성은 구단태도와 관람플로우에 영향을 미쳤다. 둘째, 구단태도와 관람플로우는 구단동일시에 영향을 미쳤다. 셋째, 구단동일시는 구단만족, 구단만족은 재관람의도에 영향을 미쳤다. 그리고 대안모형을 검증하여 대안모형을 최종모형으로 선택하였다. 추가가설 검증 결과는 다음과 같다. 첫째, 라이센싱제품속성은 구단동일시에 영향을 미쳤다. 둘째, 구단태도는 관람플로우에 그리고 구단태도는 재관람의도에 영향을 미쳤다.

The purpose of this research was to investigate the relationship among the attribute of licensed product perceived byprofessional baseball spectators and attitude toward team, viewing flow, team identification, team satisfaction, and re-attendintension. The subjects were professional baseball spectators over 19 years old, and 673 people from 7 stadiums were sampledusing convenience sampling method. The questionnaires were written using self-administration method. For data processing,648 samples were used. The Cronbach’s alpha test were done using PASW 18.0, and the confirmatory factor analysis and thestructural equation model were made using AMOS 7.0. The results were as follows: First, the attribute of licensed product hadeffect on the attitude toward team and the viewing flow. Second, the attitude toward team and the viewing flow had effecton the team identification. Third, the team identification had effect on the team satisfaction, and the team satisfaction had effecton the re-attend intention. Then, an alternative model was verified and 3 hypotheses were added to make the alternativemodel. The verification results were as follows: First, the attribute of licensed product had effect on the team identification. Second, the attitude toward team had effect on the viewing flow. Third, the attitude toward team had effect on the re-attendintention.