Effects of the Determinants of Viewing in the Korea Baseball Organization (KBO) on Viewing Satisfaction and Re-watching Intention: The Moderating Effect of the Referee’s Perception of Judgment

Purpose: This study aims to examine the effect of determinants of viewing in Korean professional baseball (KBO) on viewing satisfaction and intention to re-watch, and to identify the moderating effect of the referee's perception of judgement.BR Method: Data analysis employed SPSS version 25 and PROCESS Macro version 4.1, utilizing techniques such as frequency analysis, exploratory factor analysis (EFA), reliability analysis, correlation analysis, simple and multiple regression analysis, and bootstrapping (n=5000) for moderation analysis.BR Results: First, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on viewing satisfaction. Second, it was found that the stadium factor and the viewing promotion factor, which are sub-factors of the viewing decision factor, had a significant positive (+) effect on the intention to re-watch. Third, it was found that viewing satisfaction had a significant positive (+) effect on the measured viewing intention. Fourth, in the relationship between the decision factor of viewing and the intention to re-watch, viewing satisfaction showed a significant positive (+) mediating effect. Fifth, in the relationship between the decision factor of viewing and the intention to re-watch, the perception of judgment did not show a significant moderating effect.BR Conclusion: Based on the results of this study, it is anticipated that the intention to continue re-watching, by attracting more visitors and enhancing viewing satisfaction, will have a significant impact if convenience facilities, cleanliness, and discount promotions at various events and baseball stadium facilities are reorganized to improve communication with fans. The introduction of AI robot referees will also alter visitors' perception of refereeing and facilitate the development of the Korea Baseball Organization (KBO) and individual clubs.