프로농구 관중의 소비자 행동 결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is for activation Korean
Professional Basketball League. Therefore, we need to analyze about spectators spending patterns. This will make various spectators satisfy with their desires. we are trying to tell the relations with their characters for example; Involvement, Loyalty and Repurchasing and proving a primary factors with an actual proof among Involvement, Royalty and Repurchasing.
In order to achieve this purpose of study, 585 people who visited basketball game were selected while 2003 to 2004 pro basketball regular season. we surveyed these people with fully prepared database sheet revised. Especially, a survey paper was made up with preliminary inquiry which has suitability and application. we used SAS 8.1 program to all data from the raw data. So we could analyze with 3 methods that were frequency analysis, one way ANOVA and regression analysis.

The following is the conclusion obtained from the above-mentioned research methods and analysis results.

First, their were significantly different in sex, age, job and monthly salary per house among participation ratios results using by one way ANOVA.

Second, their were significantly different in sex, job, monthly salary per house and life style among Loyalty ratios results using by one way ANOVA.

Third, their were significantly different in sex, job, monthly salary per house among Repurchasing ratios results using by one way ANOVA.

Fourth, Using by regression analysis about participation, loyalty and repurchasing when they attract spectators.

1) Their were significantly different in players, advertisements, game forces and facility fees using by regression analysis about participation ratios results in generally cases. Their were significantly different in control, players, game forces and accessibility among recognition of happiness cases and also in game forces, players, advertisements, facility fees and delightfulness among self-expression cases.

2) Their were significantly different in control using by regression analysis among royalty ratios results in general cases. Their were significantly different in control, game forces, players and facility fees among standard royalty cases. Their were significantly different in control and game forces among sensible royalty cases and also in game forces, players and home-ground places among investment royalty cases.

3) Their were significantly different in control, players, game forces and entrance fees using by regression analysis among royalty ratios results in general cases. Their were significantly different in players, advertisements, game forces and entrance fees among willingness to watching another game cases and also in players, advertisements, game forces and accessibility among willingness to recommendation cases.