전국생활체육대회 참가자의 참여동기와 참여결정요인과의 관계

다국어 초록 (Multilingual Abstract)

This study was initiated to analyze a national life athletic meet participants` consumer behaviors In effectively accomplishing such ultimate purpose of study, this study attempted to investigate the causal relationships among participation motives, decision elements, The survey was conducted during June and July in 2007, and questionnaires, on the basis of convenient sampling method, were distributed to a total of 600 sport event participants from 3 different a national life athletic meet. The instruments utilized in this study were created on previous research that dealt with factors and items relative to national life athletic meet participants` consumer behaviors and they were validated through content validity evidence. After deleting incomplete ones, a total of 573 questionnaires were analyzed through descriptive statistics such as frequency, and multiple regression analysis Accordingly, following findings were derived from this study. First, statistical significance existed in the differences of participation motives, including health promotion, family relation, entertainment, interpersonal relation, extrication and fresh experience, in terms of demographic characteristics. Second, statistical significance existed in the differences of selection attributes, such as benefit, cost, facility, image and transportation except service, in terms of demographic characteristics. Third, among six factors of participation motives, only fresh experience, entertainment and family bond factors had significant effects on selection attributes. Fourth, only two factors such as entertainment and family bond significant effects on customer satisfaction of sport event participants. Fifth, only two factors such as health promotion and entertainment had significant effects on repurchase behaviors of sport event participants. Sixth, among six factors of selection attributes, participation benefit, host city`s image, service, transportation and facility factors had significant effects on customer satisfaction of sport event participants. Seventh, only three factors such as host city`s image, service and cost factors had significant effects on repurchase behaviors of sport event participants.

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