프로스포츠 경기의 관람의도 영향요인
The Influential Factors on Intention to Watch Professional sports
3
조회
0
다운로드
24
인용
0
참고문헌
키워드
초록
The purpose of this study is to investigate 20 environment variables and 10 personal variables which are expected to have influence on spectators' intention to visit. We collected 200 samples through survey and conducted factor analyses to get the factors which are expected to be related with spectators' intension to visit. The environment variables were classified into three dimensions such as the stadium, the game quality, and the viewing expenses, whereas the personal variables were classified into three dimensions such as the escape sought, the knowledge sought, and the companionship sought. We did a regression analysis to see if the six factors (three factors of the environment variables and three factors of the personal variables) affect the intention to visit. The analysis showed that the stadium factor, the game quality factor, the escape sought factor, and the knowledge sought factor were closely related with the intension to visit.
Abstract
The purpose of this study is to investigate 20 environment variables and 10 personal variables which are expected to have influence on spectators' intention to visit. We collected 200 samples through survey and conducted factor analyses to get the factors which are expected to be related with spectators' intension to visit. The environment variables were classified into three dimensions such as the stadium, the game quality, and the viewing expenses, whereas the personal variables were classified into three dimensions such as the escape sought, the knowledge sought, and the companionship sought. We did a regression analysis to see if the six factors (three factors of the environment variables and three factors of the personal variables) affect the intention to visit. The analysis showed that the stadium factor, the game quality factor, the escape sought factor, and the knowledge sought factor were closely related with the intension to visit.
참고문헌 (40)
- 강윤남, "프로농구 관중의 인구사회학적특성에 따른 관여도, 재구매에 관한 연구", 한국여가레크리에이션학회지, 29, pp.337~351 (2005), 한국여가레크리에이션학회
- 권오성, "프로스포츠 관중의 소비자 행동 의사결정요인", 석사, pp.2005
- 김용만, "프로축구구단의 지각된 가치가 타인추천의도 및 재관람의도에 미치는 영향", 한국체육학회지, 45(1), pp.449~460 (2006), 한국체육학회
- 김용만, "프로축구 관중의 추구혜택과 재관람의도의 구조모형분석", 체육과학연구, 18(1), pp.86~98 (2007), 국민체육진흥공단 체육과학연구원
- 김종, "한국스포츠 마케팅의 발전과제연구", ~ (1998)
- 김종환, "체육학 자료분석법" (1998), 서울대학교 출판부
- 김홍설, "스포츠팬의 소비자 행동 결정요인에 관한 연구", 박사, pp.1999
- "축구에 살고 야구에 죽는다.프로스포츠의 봄 활짝!"[URL]
- 박상일, "팀 순위별 경기관람결정요인이 스포츠 팬 행동과 재관람 의사에 미치는 영향", 한국스포츠산업경영학회지, 11(1), pp.141~154 (2006), 한국스포츠산업경영학회
- 이애주, "추구편익에 따른 주제공원 방문객의 시장세분화에 관한 연구", 관광학연구, 24(1), pp.93~114 (2000)
- 이종호, "프로스포츠 관람유인 요인 만족도와 행동의도에 관한 연구", 한국스포츠산업경영학회지, 10(2), pp.101~114 (2005), 한국스포츠산업경영학회
- 이준엽, "지역이벤트 관광객의 추구편익에 따른 만족도에 관한 실증적 연구", 관광·레저연구, 14(3), pp.193~212 (2002), 한국관광.레저학회
- 장경로, "경기장 시설이 관중의 만족도와 향후 경기관람 의도에 미치는 영향에 관한 연구", 한국스포츠행정경영학회지, 4(2), pp.1~12 (1999)
- 장경로, "경기장 시설환경과 경기의 질에 대한 지각이 경기 재 관람 의도에 미치는 영향", 체육과학연구, 13(1), pp.53~62 (2002), 국민체육진흥공단 체육과학연구원
- 국민체육진흥장기계획: 보고서, "체육부", 125~ (1986)
- 최용순, "한국 프로축구 마케팅 전략에 관한 조사 연구", 석사, pp.1999
- 최창호, "경기장관람 시설과 관중반응의 관계", 석사, pp.1998
- 추태귀, "신체만족도에 따른 다차원적 신체이미지와 의복추구효용", 한국의류산업학회지, 4(4), pp.376~382 (2002), 한국의류산업학회
- 한국야구위원회, "2006 한국프로야구연감" (2006)
- 황진숙, "스포츠웨어 추구혜택이 스포츠웨어 선호이미지 및 점포유형별 애고에 미치는 영향", 대한가정학회지, 43(4), pp.65~78 (2005), 대한가정학회
- Alan, T, "From ‘carefree casuals’ to ‘professional wanderers’: Segmentation possibilities for football supporters", European Journal of Marketing, 36(11, pp.12) (2002), 1248~1269
- Barker, R. T, "The importance of proxemics at work(space and human comfort in the work environment)", Supervisory Management, 35, pp.10~12 (1990)
- Beatty, S. E, "The involvement-commitment model: Theory and implications", Journal of Business Research, 16, pp.149~167 (1988)
- Bitner, M. J, "The impact of physical surroundings on consumers and employees", Journal of Marketing, 56, pp.57~71 (1992)
- Chang, K. R, "The impact of perceived physical environments on customers' satisfaction and return intentions", Journal of Professional Services Marketing, 21(2), pp.75~85 (2002)
- Deckard, L, "A’s Coliscum, Procter & Gamble bring “clean team” to ball pall", ~ (1989)
- Demmert, H. G, "The economic of professional team sports" (1973), Lexington, MA: Lexington Books
- Dickson, P. R, "Person-situation segmentation's missing link", Journal of Marketing, 46, pp.56~64 (1982)
- Eroglu, S. A, "Perceived retail crowding and shopping satisfaction: the role of shopping values", Journal of Business Research, 58(8), pp.1146~1153 (2005)
- Formica, S, "Market segmentation of an international cultural-historical event in Italy", Journal of Travel Research, 36(4), pp.16~24 (1998)
- Hill, J. R, "The short run demand for Major League Baseball", Atlantic Economic Journal, 10(2), pp.31~35 (1982)
- Loker, E. L, "A benefit-based segmentation of a nonresident summer travel market", Journal of Travel Research, 31(1), pp.30~35 (1992)
- Mackenzie, S. B, "The role of attitude toward the ad as mediator of advertising effectiveness: A test of competing explanation", Journal of Marketing Research, 23(2), pp.130~143 (1986)
- Marcum, J. P, "Factors affecting attendance of major League Baseball: II. A within-season analysis", Sociology of Sport Journal, 2, pp.314~322 (1985)
- Miller, K. E, "An investigation of situational variation in brand choice, behavior and attitude", Journal of Marketing Research, 16(1), pp.111~123 (1979)
- Richins, M. L, "Post purchase product satisfaction: Incorporating the effects of involvement and time", Journal of Business Research, 23, pp.145~158 (1991)
- Schofield, H. A, "Performance and attendance at professional team sports", Journal of Sport Behavior, 6(4), pp.196~206 (1983)
- Scott, D, "A Comparison of visitors' motivations to attend three urban festivals", Festival Management and Event Tourism, 3(3), pp.121~128 (1996)
- Tomas, S. R, "An investigation of the relationships between quality of service performance, benefits sought, satisfaction and future intention to visit among visitors to a zoo", Managing leisure, 7(4), pp.239~250 (2002)
- Wakefield and Sloan, "The effects of team loyalty and selected stadium factors on spectator attendance", Journal of sport Management, 9(2), pp.153~172 (1995)