earticle

영어

This study was intended to understand the desires or expectations related to the desires of spectators , and to analyze the relationship between motives for participation with consideration on why people participate in games as spectators and purchasing goods as a form of∙team support, and to investigate the spectator's viewpoint on sports goods. The ultimate goal of the study was to establish a marketing strategy to increase the number of spectators. In light of this, the paper conducted research and analysis of 489 spectators of professional baseball in 2006. The results were drawn as follows.
Participatory motive had an influence on purchasing goods and team support. A departure from everyday life and family relationships, and the bringing about of self-realization and performance from participatory motives positively impacted on achievement, self-realization, and performance in purchasing goods. Achievement and self-realization had a good effect on team support.