스포츠 관전행동의 결정요인에 관한 연구: 이용자 특성을 중심으로 = Determinants of Sporting Game Attendance: Focused on Consumer`s Psychological Characteristics

다국어 초록 (Multilingual Abstract)

Watching sport events represents a predominant form of leisure today. Many people attend sport events and think of themselves as sport fans, So, It is needed to understand psychological natures of sports fans and which of psychological natures lead spectators to stadium. Then we could know what makes more steady and devoted fans. Based on previous researches, we could expect that spectator motivation and fan identity would influence on sporting game attendance of spectator. Also we could expect there were sexual differences in effects of motivation and identity factors. To examine these propositions, we performed survey research. Questionnaire of this study included the scales for sports spectator motivation, fan identity dimensions, sport spectating experiences, and demographic variables. Data of this study were collected from 192 college students. The results of the survey analysis verify relationship motive, identity salience, sex, and vicarious satisfaction determine attendance of sporting games. And there were sexual differences in effect of motivation and identity dimensions. These results meant men and women want different benefits through watching sporting events. Therefore, it is needed diverse marketing strategy according to spectators` natures.