In this study, the causal relationship between the star player"s star power and team star power on re-watching intention among baseball club's fans who recruited a free agent (FA) star player was analyzed. The purpose of this study is to provide marketing utilization plans and basic data through the star player's star power and team star power that can increase professional baseball fans" re-watching intention. This study was conducted on 360 fans of clubs that recruited star players as free agents, and performed reliability analysis, frequency analysis, and correlation analysis using SPSS 26.0 Window Version. In addition, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were conducted using the AMOS 26.0 statistical program. As a result, first, the the star player's star power was found to have a positive effect on re-watching intention. Second, the star player"s team star power was found to have a positive effect on re-watching intention.
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Nam et al. (2024) studied this question.
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