K-league 활성화를 위한 프로축구 환경요인 분석 = (The)analysis on surrounding factors in professional football for invigoration K-league

국문 초록 (Abstract)

영문초록:The purpose of this study was to analyze the environment factors in the area of the domestic pro football that influence the righteous positioning and demand market strategy to develop professional football. The detail purpose of this study is as follows. First, analyze other sports' market environment by external environment interpretation through literature investigation and interview of experts and enforce market size between rival leagues and analysis about spectator's number. Second, examine the consuming patterns, team loyalty, and factors seducing the spectators that are based on the characteristics of demographics when analyzing pro-soccer spectator's consumer behavior. A spectators temptation factor and team loyalty are analyzed according to the purchasing form. Also, analyze the organization's composition, operation and management of Korea pro football union and each football club by the internal environment interpretation through interview of expert and literature investigation. The subjects for the analysis of consumer's behavior includes randomly-chosen spectators of 5 stadiums-Seoul, Pohang, Suwon, Jeonjoo, Daejon, which is not only regionally fairly-distributed but also based on the first-half year ranking and each football club's characteristics in 2003 and 2004. Data was collected from May to August in 2004. Total 1,250 spectators, questioned by 250 a game, responded, but inappropriate 140 questionnaires are excluded. So the final proceeding shows about 88.8 percent of the questionnaires.In order to analyze the consuming patterns of spectators, the study applied previous researches such as Hansen & Gauthier(1989) and Wakefield & Sloan(1995) and 김종(1997), LG AD Marketing Lab(1998), 강현민(2000). Based on the above, this questionnaire should be drafted for adaptation to the purpose of this study and revised through practical preparatory execution after investigating the compatibility and an application possibility of contents. To assure those, three professionals in the area of sport management, two postgraduate students and a statistics expert were participated to analyze the content validity for questionnaire. Finally, based on varimax method, spectators temptations were divided into 7 subordinate factors, which were composed of 53 questions in the 4 arena.The data proceeding was used by two statistics packages of that SPSS/PC version 10.0 for Window and Answer Tree 3.0 to test factor analysis, reliability analysis, cross-tabulation analysis, multi-response analysis, CHAID analysis, logistic regression, multiple regression analysis. The level of significance of all hypothesis tests was α=0.5. This study reached the following conclusions.1) The external environment analysis on Pro FootballFirst, The market environment analysis while executing the external environment analysis shows that League management has something to do with domestic economic depression and private consumption dwindle followed by consuming decrease of public field. But due to World Cup(2002) and frequently-held international football games, participation and watching compared with those of the competitive leagues take all high position. Second, Industry size of each sport while executing the external environment analysis is up to the income from admission fee, a nationwide hookup, sponsorship, franchise and the updated sports utilities built for the host of 2002 Korea-Japan World Cup 2002 are thought as a leading factor for advancing other sports.Third, executing the external environment analysis, professional football league draws more spectators than any other pro sports do by the number a game. 2) The analysis of the consumer's behaviors on expenditure on Professional football.First, Spectator's demographic characteristics while analyzing the consumer's behaviors on expenditure on football-related industry being focused on the male spectators, they have tendency of an intermediate purchase aspect. An age bracket is 10s, 20s, and 30s in order while the occupation is the student, specialty and office workers. Analyzed by monthly income state, the class of from less than 1,000,000 won to around 2,000,000 won is investigated to be conspicuous. Unmarried spectators are the most frequent spectators in professional soccer than any other class.Second, when analyzing the consumer's behaviors on expenditure on football-related industry, the spectators accompany with their family, friends and lovers for 1 hour or so. Most spectators expend 10,000 won to 15,000 won to buy ticket and following things ordering snack/meal. Watching games above 11 and under 2 is investigated most frequent last year. On the other hand, watching above 5 and no less than 1 is investigated most frequent this year. Many a spectators have been feeling short of fan service, athletic performance enforcement, famous football players with management of the football club and they want more parking lots, spacious seat and booth for souvenir sale, the results of the questionnaires show.Third, when analyzing the consumer's behaviors on expenditure on football-related industry, the factors how many spectaculars are seduced to view include sanitation, convenience, athletic performance, price, parking utilities, food service in order. Fourth, when analyzing the consumer's behaviors on expenditure on football-related industry the professional football supporters show incessant loyalty for their home team whether or not their team win or lose a game. But they are inclined to be poor at showing their support to others. Fifth, executing the analysis of ticket buyers' patterns, the influential factors include the following order of sanitation, convenience, athletes performance, price, parking lots and food service.Sixth, executing the analysis of ticket buyers' patterns, there are a little differences in loyalty for their home team. Namely, the professional football supporters show incessant loyalty for their home team regardless of final sequence and fan service. But they are inclined to be poor at showing their support to others.Seventh, the more loyal for their home team, the more spectators gather for cheering their team. This loyalty is a little affected by sanitation, convenience, food service and price, the result of this study says.Eighth, the most attractive to the spectators are the following order of Daejon, Suwon, Jeonjoo, Seoul, and Pohang. In common, they are satisfied with sanitation and convenience but dissatisfied with food service and parking lots.Ninth, the degree of supporter's loyalty for their home team are investigated as following: Daejon, Jeonjoo, Suwon, Pohang and Seoul. The professional football supporters show incessant loyalty for their home team regardless of final sequence and fan service. But they are inclined to be poor at showing their support to others. Tenth, there are some amendment supporters wish to improve in a sense of management of each football club-fan service, athletes performance, famous football players, game schedule and publicity.Eleventh, there are some amendment supporters wish to improve in a sense of management of spectating circumstance- snack corner, parking lots, seat, souvenir store, ticket office, aisle, lavatory, electric sign in order. 3) The analysis of internal environment on Professional football.First, there is no systematic difference among the organization of each football club.Second, there is managerial difference among the organization of each football club.Third, there is a different outcome among the organization of each football club