스포츠산업,경영학 : 국내프로축구와 프로야구경기의 재관람 의사에 영향을 미치는 관중성향 비교분석 = A comparative analysis of pro-soccer and pro-baseball spectators’ characteristics to affect to revisit the game

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyse and to compare the characteristics of professional soccer fans and baseball fans which may attract them to revisit the game. The convenience sampling method was used in this study, by obtaining data from the fans who attended Korea Professional soccer and baseball games during the 2002 season, finally analyzed 583 data in total. To analyze materials, the frequency analysis, factor analysis, reliability analysis, independent sample t-test, one-way ANOVA, and multiple regression analysis were used as statistic analysis techniques.
First, in regard to the characteristics of the subjects, the type of sex did not show significant difference in both sports, while age showed significant differences in both sports. In soccer, the age was a decisive factor in the; game condition factor. In baseball, age had showed an impact on the spectating promotion while age did show meaningful difference the spectating promotion factor in pro-baseball.
Second, occupation had not meaningful difference in soccer, while game condition had an impact on baseball. Spectating promotion of two was affected by income, facility and condition of stadium. Education had an impact on spectating promotion in soccer games while game condition was an influential factor in baseball.
Third, in the analysis of spectator`s respective tendencies in both sports, significant factors were condition of stadium and game. However, spectating promotion and cost showed little impact on both sports. Both of them was not affected by the degree of the intention to revisit. In order to find out annual spectating frequency, spectators were divided into 3 different groups: little(l-2), medium(3-9), and large quantity purchasers(over 10). Finally, this analysis showed that facility, environment, game condition, spectating promotion, and cost had meaningful differences soccer, but baseball was only affected by spectating promotion.
Fifth, the degree of intention to revisit had meaningful difference in both of pro-soccer and baseball, depending on spectating frequency.
In regard to the spectator’s tendencies to revisit the game, the pro-soccer games were affected by facility and condition of stadium and game condition. But the pro-baseball games were only affected by the game condition factor.