인구통계학적 특성에 따른 프로야구 관중의 관여도 분석 = Comparisons of Involvement Level based on Socio-Demographics of Sport Spectators at Pro-Baseball Games

다국어 초록 (Multilingual Abstract)

The purpose of this study was to compare the involvement level of Korean pro-baseball league spectators based on their socio-demographic characteristics. For this research, responses from 419 pro-baseball spectators at five different baseball games held in Busan and Dae-Gu area were used. In order to measure the level of sport spectator involvement, the SSIS (Sport Spectator Involvement Scale) was used after modification. The SSIS basically measures two different aspects of sport spectator involvement which are behavioral (Cronbach's α = .93) and socio-psychological (Cronbach's α = .85) involvement. The Statistical Package for Social Science (SPSS 12.0) was used to analyze the data. One-way analysis of variance (ANOVA) and t-test were conducted to determine the differences of the involvement level with respect to the socio-demographics of the pro-baseball spectators. The findings of this study were as follows. First, male spectators showed higher behavioral involvement than female spectators. Second, the spectators who are single showed higher socio-psychological involvement than the spectators who are married. Third, the pro-baseball spectators who are age of 30 through 39 showed the highest behavioral andpsychological involvement. Fourth, the spectators who are housewives showed the lowest behavioral and socio-psychological involvement. Lastly, the pro-baseball spectators who attended more games during the previous season exhibited higher socio-psychological and behavioral involvement than those who attended fewer games.

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