스포츠마케팅 전략을 위한 스포츠소비자 세분화의 실증적 연구

다국어 초록 (Multilingual Abstract)

I want to aim at marketing segmentation of sports consumers. With 509 users of 6 sports centers in Pusan as the subjects, their demographic, behavioral and lifestyle factors were examined. The following shows the conclusion:
1. The market of sports centers and commercial facilities had 19.4% if large users, 61.9% of medium users and 18.7% of small users.
2. Sports consumers had 5 elements of lifestyle-fashion, personality, achievement, self-control and sports in order.
3. According to demographic segmentation, small users turned out to be females in their 30s~60s, mostly housewives or running their own shops, They also tended to have some children, a low educational background (middle school or lower), and an irregular pattern of enjoying holidays. On the other hand, large users were found mostly males in their 20s, such as salaried men, government officials, technical engineers and students. They were enjoying the centers once or twice a week, while they were largely single and had a high educational background (high school or higher).
4. Small users, as for consumer behavior, had a similar pattern of hardly watching actual games or TV and radio sports programs, throughout the year reading sports columns or sports newspapers one or two times a week, and spending less than 50,000 won in sports-related activities. On the contrary, Large users tended to watch 1-10 actual games a year, watch TV events 7 times a week, listen to radio sports programs at least 3 times a week, read sports columns or newspapers every day, and spend more than 200,000 won in buying sports goods and in other sports-related activities.
5. Concerning the lifestyle factor, small users tended to have the fashion element and large users the sports element. Largely speating, the former's leading elements were achievement, fashion and personality-thus pursuing a different lifestyle from others' and maintaining an unusual zeal for fashion and accomplishment. In contrast, the latter's leading elements were personality, sports and achievement-so thinking high of the value of sports activities and focusing on achieving one's own performance and style of living.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 선행연구의 검토 = 4
• 4. 연구의 문제 = 6
• 5. 가설설정 = 6
• 6. 연구의 한계 = 7
• Ⅱ. 용어 정의 = 9
• 1. 스포츠시장 = 9
• 2. 스포츠 소비자 = 11
• 3. 스포츠 마케팅 = 14
• 4. 스포츠 시장의 세분화 = 18
• Ⅲ. 이론적 배경 = 21
• 1. 스포츠 마케팅의 학문적 위치 = 21
• 2. 스포츠 마케팅의 연구영역 = 24
• 3. 스포츠 분야에서 본 마케팅 이론 = 27
• Ⅳ. 연구방법 = 29
• 1. 연구대상 = 29
• 2. 연구의 분석절차 = 29
• 3. 조사내용 및 방법 = 30
• 가. 인구통계적 변수 = 30
• 나. 소비행동 변수 = 32
• 다. 라이프스타일 변수 = 32
• 4. 통계처리 = 35
• Ⅴ. 결과 = 36
• 1. 연구대상의 인구통계적 특성 = 36
• 2. 소비행동 변수의 추출 = 41
• 3. 라이프스타일 인자추출 = 41
• 4. 소비상태별 인구통계에 의한 세분화 = 44
• 5. 소비상태별 소비행동에 의한 세분화 = 54
• 6. 소비상태별 라이프스타일 인자에 의한 세분화 = 64
• Ⅵ. 결론 = 68
• 附錄 : 說問紙 = 71
• 引用·參考文獻 = 76
• SUMMARY = 80