earticle

영어

This study was intended to offer objective and systematic data to establish a distinguishable marketing strategy examining a structural relation between a watching motive of professional soccer spectators and their consumption behaviors. A questionnaire was used for the study and spectators in Daegu stadium Ground were set up as population. 500 males and females who were over 15 years old were selected for Stratified Cluster Random Sampling. They should answer the questionnaire by Self-Administration visiting the soccer ground. After insincere answers or answers that had omitted some information and were out of normality were excluded, valid samples of total 489 spectators, who were 333 males and 156 female, were extracted and used for the final analysis.
Collected data was statistically processed according to the purpose of analysis operating frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, standard multiple regression analysis utilizing the existing program of SPSS/WIN13.0. The results of this study following above methods and process were as below.
absorption and weariness of game watching negatively affected consumption behaviors. Concentration, satisfaction with the game, interest had a positive effect on re-watching, concentration, satisfaction with the game, lack of time recognition and interest had an affirmative effect on goods purchase. Satisfaction with the game, awakening had a positive effect on records observation, and concentration, satisfaction with the game, lack of time recognition, interest had a positive effect on team loyalty. Concentration, lack of time recognition, satisfaction with the game had an affirmative effect on media consumption.