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영어

The study purported to explore the spectating attribute priority of professional sports and provide professional sports organizations with fundamental managerial implications on it. In order to achieve the research purpose, a total of 24 subjects including 8 professional sports experts, 8 sports marketers, and 8 sport management professors was selected and participated in the study through a purposeful sampling method from October to December, 2014. A Depphi method was used to explore the priority evaluation on the spectating attributes of professional sports. All data was encoded for the statistical analyses including a frequency analysis using SPSS/PC 18.Ver. and a hierarchy structure analysis utilizing EC-2000. Results are as followed. Frist, there were four spectating factors, such as spectating situation, spectating benefit, spectating support, and spectating event. Second, the spectating attributes were prioritized as spectating situation, event, spectating benefit, and spectating support. Lastly, the priority evaluation on the total items showed supporting culture, TV exposure magnitude, and game itself in an orderly manner.