The Effect of Sports Attitude on Sports Consumption Behavior Intention according to MBTI Personality Types
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This study aims to develop effective marketing strategies by examining the causal relationship between sports attitudes and sports consumption behavior intentions across different MBTI personality types. To achieve this, MBTI personality types were categorized into four groups using a convenience sampling method from various sports clubs. Correlation and multiple regression analyses were conducted using SPSS. The findings revealed that (1) the SP group exhibited a significant influence on consumption behavior intention, (2) the SJ group was significantly affected by both psychological and social attitudes, (3) the NT group identified psychological attitude as a key determinant, and (4) the NF group demonstrated that both social and psychological attitudes played important roles. These results highlight distinct differences in the relationship between sports attitudes and consumption behavior intentions across MBTI personality types, emphasizing the need for targeted marketing strategies. Furthermore, sports consumption behavior can be more effectively predicted within the same MBTI group by considering the specific sports attitude factors that influence consumer decisions.
Abstract
This study aims to develop effective marketing strategies by examining the causal relationship between sports attitudes and sports consumption behavior intentions across different MBTI personality types. To achieve this, MBTI personality types were categorized into four groups using a convenience sampling method from various sports clubs. Correlation and multiple regression analyses were conducted using SPSS. The findings revealed that (1) the SP group exhibited a significant influence on consumption behavior intention, (2) the SJ group was significantly affected by both psychological and social attitudes, (3) the NT group identified psychological attitude as a key determinant, and (4) the NF group demonstrated that both social and psychological attitudes played important roles. These results highlight distinct differences in the relationship between sports attitudes and consumption behavior intentions across MBTI personality types, emphasizing the need for targeted marketing strategies. Furthermore, sports consumption behavior can be more effectively predicted within the same MBTI group by considering the specific sports attitude factors that influence consumer decisions.