수상레저스포츠 참여자의 여가관여도와 스포츠소비문화의 관계에서 소비욕구의 매개효과 연구

이동욱(Lee, Dong-Wook) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

The purpose of this study was to examine the relationship between leisure involvement and sports consumption culture in water leisure sports, and whether these relationships are mediated by consumption desire. For this purpose, a survey was conducted 308 users of water leisure sports. The data were treated with the SPSS 18.0 and AMOS 18.0 program. As a result, the following conclusion were drawn. First, research model about leisure involvement, sports consumption desire and sports consumption culture of water leisure sports suit research’s purpose. Second, leisure involvement, consumption desire and consumption culture of water leisure sports are related to each other. Truth, leisure involvement influence on the Sports consumption desire and Sports consumption culture positively. The more Sports consumption desire is, the more positive sports consumption culture is changed. Third, Sports consumption desire of water leisure sports facilitates leisure involvement to have an effect on sports consumption culture. So the route model set up for this study is appropriate to develop researches on the samples. These results were discussed based on previous literature and theory.

여가스포츠 참가유형에 따른 소비성향, 성취목표성향 및 행복감의 구조적 관계

김동건(Kim, Dong Gun),김재중(Kim, Jae Joong),김선주(Kim, Sun Joo) 한국문화융합학회 2020 문화와 융합 Vol.42 No.9

이 연구는 2019년 6월부터 9월까지 전국적으로 여가스포츠(지상:골프, 승마, 수상:윈드서핑, 수상스키, 항공:패러글라이딩, 초경량항공기)에 참가하고 있는 만 20세 이상의 성인 남·녀 643명을 대상으로 여가스포츠 참여자의 소비성향과 성취목표성향, 행복감의 관계를 규명하였다. 소비성향은 15문항, 성취목표성향은 10문항, 행복감 11문항으로 구성되었고, SPSS 18.0과 AMOS 18.0을 최종분석에 활용하였다. 연구대상자의 일반적 특성을 파악하기 위해 빈도분석을, 설문지의 타당도와 신뢰도를 확보하기 위해 탐색적 요인분석, 확인적 요인분석, 신뢰도 검증 및 상관관계분석을, 모형의 검증을 위해 구조방정식모형을 적용하여 분석하였으며, 다음과 같은 결론을 도출하였다. 첫째, 소비성향은 성취목표성향에 직접효과가 있고, 소비성향은 행복감에 직접효과와 간접효과가 있어 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 있는 것으로 나타났다. 그리고 소비성향과 성취목표성향, 행복감은 구조적인 관계가 있는 것으로 나타났다. 둘째, 지상유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과와 간접효과가 있어 소비성향은 행복감에 대해 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 있는 것으로 나타났다. 셋째, 수상유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과와 간접효과가 있어 소비성향은 행복감에 대해 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 없는 것으로 나타났다. 넷째, 항공유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과가 있으며, 소비성향은 행복감에 직접효과와 간접효과 있어 소비성향은 행복감에 총효과를 가지고 있는 것으로 나타났다. The purpose of this study was to examine the relationship between consumption tendency and achievement goal tendency among participants of leisure sports. For that, the author conducted a survey of 643 adult men and women aged 20 or older who were participating in leisure sports (ground sport type: golf, horse-riding; water sports type: wind surfing, water-skiing; aerial sports type: paragliding, ultra-light aircraft) from June to September, 2019. The questionnaire consisted of 15 questions on consumption tendency, 10 questions on achievement goal tendency, and 11 questions on sense of happiness. The collected data were processed by using SPSS 18.0 and AMOS 18 for final analyses. Frequency analysis was performed to determine general characteristics of the subjects. Exploratory factor analysis and confirmatory factor analyses were performed to substantiate the validity and reliability of the questionnaire used in this study; a reliability test (Cronbach’s) and correlation analysis were also carried out. To validate the model, a structural equation model was used for analyses. Based on aforesaid procedures of study, the following conclusions were drawn: First, consumption tendency had a direct effect on achievement goal tendency. Consumption tendency had both direct and indirect effects on sense of happiness, suggesting that consumption tendency had an overall effect. Achievement goal tendency had a direct effect on sense of happiness. Consumption tendency, achievement goal tendency, and sense of happiness had a structural relationship. Second, consumption tendency had a direct effect on achievement goal tendency and had both direct and indirect effects on the sense of happiness in connection with ground sports type, suggesting that consumption tendency had an overall effect on sense of happiness. Achievement goal tendency had a direct effect on the sense of happiness. Third, consumption tendency had a direct effect on achievement goal tendency and had both direct and indirect effects on the sense of happiness in connection with water sports type, suggesting that consumption tendency had an overall effect on the sense of happiness. Achievement goal tendency did not have any direct effect on the sense of happiness. Fourth, consumption tendency had a direct effect on achievement goal tendency and had a direct effect on the sense of happiness in connection with aerial sports type. Consumption tendency had both direct and indirect effects on the sense of happiness, suggesting that consumption tendency had an overall effect on the sense of happiness.

직장인 여가스포츠 참여자의 사회심리학적 변인과 스포츠 소비욕구 및 스포츠 소비문화의 관계모형연구

이호열(Lee Ho-Youl) 한국체육과학회 2008 한국체육과학회지 Vol.17 No.1

This study is aimed to consider if sports consumption culture promotes an increase in working people's recognition of leisure activities, which has been caused by changes in social and economic environment in the modern society. To do that, the present author made efforts to determine the causation among such social psychological variables as leisure value, leisure attitude, leisure involvement degree, sports consumption desire, and sports consumption culture, with a view to provide basic materials for participants in leisure sports to deeply understand sports consumption culture and for theories of relevant studies to develop in the modern society. The population in this study was employed to sample 600 panels for an Internet questionnaire survey. Such technological statistics as SPSS statistic package 11.0 was hired to process the collected data, and AMOS 4.0 program was employed. The following is a summary of the findings of this study. First, there is relationship between social psychological variables of leisure sports participants and their desire for sports consumption. Second, there is relationship between social psychological variables of leisure sports participants and their sports consumption culture. Third, there is sports consumption desire of leisure sports participants and their sports consumption culture. Fourth, the sports consumption desire of leisure sports participants facilitates social psychological variables to have an effect on sports consumption culture. Fifth, a stable model is suitable to those who regularly work five or six days a week but not to those who irregularly work five days a week.

The Citespace Approach on the Changes of Trends and Hotspots to Consume SPORT Products of Chinese Collegiate Students

Xuefeng Bai,Hongbum Shin J-INSTITUTE 2021 Kinesiology Vol.6 No.4

Purpose: With the national emphasis on the high-quality development of sports industry and the cultivation of new cultural formats and consumption patterns, sports consumption of college student has become a hot topic of academic attention, and a lot of research has been carried out. In order to fully understand the research status of sports consumption of college student in China, this study conducted scientific econometric statistics on related researches in the past 20 years, aiming to analyze the hot spots and trend evolution of sports consumption of college students. Method: In this paper, 487 valid samples were obtained by searching the literature related to college student sports consumption collected by CNKI from 2001 to 2021. CiteSpace was used to conduct visualized analysis, and through the collation of knowledge map, it revealed the hot spots and trend evolution of Chinese collegiate stu-dent sports consumption. Results: The results of descriptive statistical analysis from literatures for this study showed that the time dis-tribution characteristics of Chinese collegiate student who consume sport products could be divided into four stages: 1)steady growth stage from 2001 to 2005, 2)rapid development stage from 2006 to 2008, 3)ups and downs stage from 2009 to 2014, and 4)slow decline stage from 2015 to 2021. These literatures were mainly studied by colleges and universities, involving physical education, pedagogy, economics. The research hotspots analysis showed that the main keywords of Chinese collegiate student sports consumption were sports consump-tion, college students, current situation, influencing factors, sports consumption behavior, college student sports consumption, female college students, consumption consciousness, sports consumption structure and motivation. The results of emerging trend analysis showed that the research on sports consumption of collegiate student in China could be divided into four development stages: it mainly involved the definition and interpretation of sports consumption of college students, the investigation of the current situation in different regions, the analysis of influencing factors and the proposal of consumption countermeasures from 2001 to 2008. The research from 2009 to 2014 mainly included sports consumption consciousness and sports consumption behavior. From 2015 to 2019, sports and fitness consumption and sports consumption motivation were mainly discussed. After 2019, due to the short period of time and the gradual maturity of research in this field, the research mainly focused on the comprehensive discussion of sports consumption of collegiate students. Conclusions: As the data used for this study were only collected from CNKI literature, there are limitations in obtaining data which were the previous literature. In addition, due to the strict limitation of keywords in the literature search process, it may lead to the omission of sport consumption contents of college student in other articles. Therefore, it is hoped that these problems can be properly solved in the future scientometrics researches.

Z세대의 라이프스타일과 소비가치에 따른 스포츠 소비행동

정지영(Jung, Ji-Young),박상현(Park, Sang-Hyun),원영신(Won, Young-Shin) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.3

This study aims to identify Z-generation"s sports consumption behavior in terms of lifestyle and consumption value. The sports consumption was categorized as ‘sports motivation’ and ‘sports involvement’. The sample consists of 356 participants who were born between 1995 and 2010 and have got involved in sports. The data was analyzed by using t-test and one-way ANOVA to assess differences in Gen Z"s sports consumption behavior related to their lifestyle and consumption value. The findings show that the differences in sports consumption behavior depend on the lifestyles and consumption values of the Z-generation. The Z-generation with lifestyles such as conservative thought, pursuit of stability or pursuit of innovation behave differently on sports consumption behavior. In addition, the generation who are to show off themselves through consumption is prominent in sports consumption behavior.

스포츠 참여동기가 스포츠 관여도와 관람/시청 소비행동에 미치는 영향

박현정(Hyun Jung Park),류지아(Ji A Ryu) 한국체육교육학회 2010 한국체육교육학회지 Vol.15 No.2

본 연구는 스포츠 관람자의 스포츠 관람 및 시청에 관한 소비행동에 관한 연구이다. 스포츠에 참여하는 동기가 스포츠 관여도를 매개로 하여 스포츠 소비행동에 미치는 영향을 검정하고자 한다. 이를 연구함으로써 스포츠 소비행동인 스포츠 관람행동(직접소비행동)과 스포츠 시청행동(간접소비행동)에 영향을 미치는 요인을 찾아 스포츠 소비활동을 촉진할 수 있는 기초자료를 제공하고자 한다. 스포츠 참여동기를 일상탈피지향, 문화 및 지식지향, 성취감지향, 사회성지향으로 구분하고 스포츠참여동기가 스포츠 관여도를 매개로 하여 스포츠 소비행동에 미치는 영향을 검정하였다. 10대~40대 남녀를 대상으로 대구 소재 대학교, 대형마트, 스포츠 센터를 중심으로 하여 2009년 11월 2일~13일에 실시되었으며, 편의표본추출방법을 사용하였다. 설문지 221부를 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 스포츠 참여동기와 스포츠 관여도와의 영향관계를 분석한 결과, 일상탈피지향, 문화 및 지식지향, 사회성지향은 인지적 관여도에 정(+)의 영향을 미치는 것으로 나타났고, 성취감 지향은 감정적 관여도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 스포츠 관여도와 스포츠 관람 및 시청 소비행동과의 영향관계를 분석한 결과, 인지적 관여도, 감정적 관여도는 스포츠 관람소비행동(직접소비행동), 스포츠 시청소비행동(간접소비행동) 모두에 정(+)의 영향을 주는 것으로 나타났다. The present study focuses on direct/indirect consumption behavior of people who are interested in sport. Using sports involvement, this article probes how sports participate motive influences sports consumption behavior. This article provides(proposes) bases(basic information) that stimulate sports consumption behavior by looking for the factors which influence direct/indirect consumption behavior. This study identifies whether sport participation motives such as escape orientation, culture and knowledge orientation, accomplishment orientation, and sociality orientation are important in forming sport involvement and consumption behavior. The data were gathered at universities, major supermarkets and sports centers in Daegu from Nov.2, 2009 to Nov. 13, 2009. The subjects of the survey are men and women aged 10`s to 40`s and convenience sampling method is used. A total of 221 usable responses were used for the analysis. The results are below. First, the result of analyzing the relationship between sport participation motive and sport involvement shows that escape orientation, culture and knowledge orientation, and sociality orientation have a positive impact on cognitive involvement. And accomplishment orientation improves emotional involvement. Second, the result of analyzing the relationship between sport involvement and sport consumption behavior was identified that cognitive involvement and emotional involvement have a positive impact on both direct consumption behavior and indirect consumption behavior.

MZ세대의 미디어스포츠 접촉이 스포츠 참여동기, 소비행동 및 가치관에 미치는 영향: 강원지역을 중심으로

전정환,최성범,천성민 한국스포츠학회 2023 한국스포츠학회지 Vol.21 No.4

The purpose of this study was to find out how contact with media sports content affects sports participation motivation, consumption behavior, and sports values targeting the MZ generation. The subjects of the study were 280 people from the MZ generation in the Gangwon state who were watching media sports and actually exercising. 27 questionnaires that were filled out insincerely or had omissions were excluded, and a total of 253 questionnaires were used for analysis. using SPSS 26.0 and Amos 21.0 programs, confirmatory factor analysis and Cronbach’s α calculation, correlation analysis, and stepwise regression analysis were performed. As a result of the study, First, Media sports contact was found to have a positive (+) effect on motivation. Second, Media sports contact was found to have a positive influence on the sports consumption behavior of the MZ generation. Third, media contact with sports was found to have a positive (+) effect on sports values. In conclusion, the MZ generation needs to make efforts and create an environment for the development of quality sports content because their motivation to participate in sports is improved, sports consumption behavior is promoted, and correct sports values are established through media sports. 본 연구는 MZ세대의 미디어스포츠 접촉이 스포츠 참여동기와 소비행동, 그리고 가치관에 어떠한 영향을 미치는가를 알아보는데 목적이 있다. 연구대상은 강원도 지역의 MZ세대(1980년~2004년 출생자)중 미디어스포츠를 시청하고 있고, 실제 운동을 수행하고 있는 280명이었다. 이중 불성실하게 작성하거나 누락이 있는 설문 27부를 제외하고 총 253부를 분석에 활용하였다. SPSS 26.0과 AMOS 21.0 통계프로그램을 활용하여 측정도구에 대한 확인적 요인분석과 개념신뢰도 및 내적일관성계수를 산출하였으며, 상관관계분석 및 단계적 다중회귀분석을 실시하였다. 이를 통한 결과는 다음과 같다. 첫째, 미디어스포츠 접촉은 내적동기와 외적동기에 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, 미디어 스포츠 접촉은 MZ세대들의 스포츠 소비행동에 정(+)적인 영향을 미치는 것으로 나타났다. 셋째, 미디어 스포츠 접촉은 스포츠가치관에도 정(+)적인 영향을 미치는 것으로 나타났다. 결론적으로 MZ세대들은 미디어스포츠를 통해 스포츠 참여동기가 향상되고, 스포츠 소비행동이 촉진되며, 올바른 스포츠 가치관을 확립하기 때문에 양질의 스포츠콘텐츠 개발을 위한 노력과 환경을 구축할 필요가 있다.

해양스포츠 활성화를 위한 수요 및 소비지출 결정요인 분석

최의열 ( Choi Eui-yul ),조우정 ( Cho Woo-jeong ) 한국스포츠산업경영학회 2017 한국스포츠산업경영학회지 Vol.22 No.2

이 연구는 해양스포츠의 수요 및 소비지출 결정요인을 분석해 해양스포츠 활성화를 위한 수요 유인과 수익 증대에 기여할 수 있는 마케팅 정보를 제공하기 위해 수행되었다. 이러한 연구목적을 달성하기 위해 B광역시에 거주하는 시민 303명을 대상으로 편의표본추출법을 사용하여 설문조사를 실시하였다. 해양스포츠의 수요 및 소비지출 결정요인으로는 일반적 특성인 성별, 연령, 교육, 월소득 및 거주지 그리고 해양스포츠 참가동기인 신체적, 사회적, 문화적 및 심리적 요인이 포함되었으며 종속변수로는 수요(참가경험 있다 또는 없다)와 소비지출금액(5만원 미만 또는 5만원 이상)으로 이분형 데이터를 활용하였다. 수집된 유효 설문지는 SPSS 22.0 통계 프로그램을 활용해 기술통계, 요인 및 신뢰도 분석 그리고 로지스틱 회귀분석을 실시하였고 다음과 같은 주요 결과를 도출하였다. 첫째, 해양스포츠 소비자의 일반적 특성 중 성별, 연령, 월소득 그리고 거주지가 유의한 수요 결정요인으로 나타났다. 성별 요인에서는 남자가 여자에 비해 해양스포츠 참가경험이 있을 가능성이 1.708배 높다. 연령 요인에서는 30대가 50대 이상보다 해양스포츠 참가경험이 있을 가능성이 3.529배 높다. 월소득 요인에서는 300~400만원 미만의 월수입을 가진 자가 500만원 이상에 비해 .353배 정도 참가경험이 있을 가능성이 낮다. 거주지 요인에서는 서부지역민이 동부지역민에 비해 3.232배 정도 해양스포츠 참가경험이 있을 가능성이 높다. 둘째, 해양스포츠 참가동기 중 신체적, 사회적 그리고 문화적 요인이 유의한 수요 결정요인으로 나타났다. 신체적 요인에서는 그 중요성이 한 단위 증가할수록 해양스포츠 참가경험이 있을 가능성이 .634배 만큼 낮아진다. 사회적 요인에서는 그 중요성이 한 단위 증가할수록 해양스포츠 참가경험이 있을 가능성이 1.745배 만큼 높아진다. 문화적 요인에서는 그 중요성이 한 단위 증가할수록 해양스포츠 참가경험이 있을 가능성이 1.689배 만큼 높아진다. 셋째, 해양스포츠 소비자의 일반적 특성 중 연령과 거주지가 유의한 소비지출 결정요인으로 나타났다. 연령 요인에서는 40대가 50대 이상보다 해양스포츠에서 5만원 이상 소비할 가능성이 5.809배 높다. 거주지 요인에서는 서부지역민이 동부지역민에 비해 .261배 정도 5만원 이상 소비할 가능성이 낮다. The purpose of this study was to analyze determinants of demand and consumption expenditure in marine sports and provide fundamental marketing information that help attract consumers and increase profits for marine sports businesses. In order to accomplish the study purposes, the study employed a survey method with a total of 303 consumers using convenient sampling method in B metropolitan city. The determinants of demand and consumption expenditure include gender, age, education, income and residence, and physical, social, cultural and psychological factors that are the motivation for marine sports participation. Dependent variables used dichotomous data as demand (participation experience or not) and consumption expenditure (more than 50,000 won or less than 50,000 won). The collected valid questionnaires were analyzed using SPSS 22.0 through descriptive statistics, factor analysis, reliability test and logistic regression analysis at the significance level of .05. Accordingly, following main findings were derived from the study. First, gender, age, income and residence were found to be the significant determinants of demand. For gender, men were 1.708 times more likely to have experience in participating in marine sports than women. For age, 30s were 3.529 times more likely to have experience in participating in marine sports than 50s or older. For income, those who have monthly income less than 3~4 million won, compared to those who have monthly income more than 5 million won, were .353 times less likely to have experience in participating in marine sports. For residence, western residents were 3.232 times more likely to have experience in participating in marine sports than eastern locals. Second, physical, social and cultural factors were found to be the significant determinants of demand. For physical factor, one unit increase in physical factor regarding participation motivation led to .634 times decrease in the probability of participating in marine sports. For social factor, one unit increase in social factor regarding participation motivation led to 1.745 times increase in the probability of participating in marine sports. For cultural factor, one unit increase in cultural factor regarding participation motivation led to 1.689 times increase in the probability of participating in marine sports. Third, age and residence were found to be the significant determinants of consumption expenditure. For age, 40s were 5.809 times more likely to spend more than 50,000 won in marine sports than 50s or older. For residence, western residents, compared to easterners, were .261 times less likely to spend more than 50,000 won in maine sports.

스포츠 비디오게임 경험이 스포츠팬덤과 스포츠 소비행동에 미치는 영향: 이용정도, 이용충족도, 실재감의 관점에서

김인준 ( In Jun Kim ),방신웅 ( Shin Woong Bang ),김기한 ( Ki Han Kim ) 한국스포츠산업경영학회 2014 한국스포츠산업경영학회지 Vol.19 No.2

이 연구는 스포츠 비디오게임 이용자들의 경험요인과 스포츠팬덤 그리고 스포츠 소비행동과의 관계를 규명하기 위하여 수행되었다. 구체적으로 스포츠 비디오게임 경험과 스포츠 소비행동과의 관계에서 스포츠팬덤의 매개효과를 검증하고자 하였다. 이를 위해 스포츠 비디오게임의 독특한 경험을 이용정도와 이용충족도, 그리고 실재감으로 구성하였고, 이 세 가지 스포츠 비디오게임 경험요인이 스포츠팬덤 형성에 긍정적 영향을 미치고 스포츠 비디오게임 경험을 통해 형성된 스포츠팬덤이 스포츠 소비행동에 긍정적 영향을 미칠 것으로 예측하였다. 연구모형 검증을 위해 스포츠 비디오게임 온라인 커뮤니티 이용자 329명을 대상으로 스포츠 비디오게임 이용정도와 이용충족도, 실재감과 함께 이들의 스포츠팬덤과 스포츠 소비행동 정도를 측정하였다. 자료 분석은 SPSS 18.0과 Amos 18.0 통계 프로그램을 이용하여 확인적 요인분석(CFA)과 구조방정식(SEM) 모형검증을 통해 본 연구의 가설을 검증하였다. 연구 결과, 스포츠 비디오게임의 이용정도가 높을수록, 이용충족도가 높을수록, 실재감을 높게 인식할수록 스포츠팬덤이 높아졌으며, 스포츠 비디오게임 이용경험을 통해 형성된 스포츠팬덤이 높을수록 스포츠 소비행동을 더 많이 하는 것으로 나타났다. 따라서 본 연구에서 설정하였던 가설은 지지되었으며, 결론적으로 스포츠 비디오게임의 경험이 스포츠팬덤 형성에 긍정적 영향을 미치고 스포츠 비디오게임 경험을 통해 형성된 스포츠 팬덤이 실제 스포츠 소비행동에 긍정적인 영향을 미치는 것으로 나타났다. 더불어 연구결과에 대한 이론적, 실무적 시사점을 논의하였고 향후 연구방향을 제시 하였다. The purpose of this study is to examine how various experience factors related to consumers`` playing Sport Video Game(SVG) influences sport fandom and consumption behavior regarding SVG-associated sport. Specifically, this study proposes and tests a causal model explicating positive relationships among three SVG experience factors (i.e., the amount of time spent on playing SVG, perceived gratifications obtained from playing SVG, and perceived sense of presence), the degree of sport fandom, and the amount of consumption of the SVG-associated sport products and services. A total of 329 responses were collected from four major SVG online communities, which represent a majority of the SVG users in Korea. The data were analyzed using SPSS 18 and Amos 18. The construct validities of the three exogenous and two endogenous variables were examined with confirmatory factor analysis(CFA). After confirming satisfactory levels of construct validities for each variable, the hypothesized causal model was examined with Structural Equation Modeling(SEM) method. To test the causal model, an online survey was conducted. The results in the study has shown that as the level the amount of time spent on playing SVG, perceived gratifications obtained from playing SVG, and perceived sense of presence was high, it had a positive influence on sport fandom. It has shown that Fandom, which has been evolved from SVG experience factors, results in more sport consumption. Consequently, the results supported all the hypotheses proposed in the causal model. First, the three SVG experience factors positively influenced sport fandom at statistically significant levels. Second, sport fandom positively affected the degree of sport consumption behavior. Theoretical and practical implications as well as future research directions are provided.

여가스포츠 참여자의 사회심리학적 변인과 스포츠 소비문화의 관계

이호열(Ho Youl Lee),김준희(Jun Hee Kim) 한국여가레크리에이션학회 2008 한국여가레크리에이션학회지 Vol.32 No.1

This study is aimed to consider if sports consumption culture promotes an increase in working people`s recognition of leisure activities, which has been caused by changes in social and economic environment in the modern society. 600 panels from Internet surveys were collected as the population of the study. Such technological statistics as SPSS statistic package 11.0 was hired to process the collected data, and AMOS 4.0 program was employed. The following is a summary of the findings of this study. First, there is relationship between social psychological variables of leisure sports participants and their desire for sports consumption. Second, there is relationship between social psychological variables of leisure sports participants and their sports consumption culture. Third, there is sports consumption desire of leisure sports participants and their sports consumption culture. Fourth, the sports consumption desire of leisure sports participants facilitates social psychological variables to have an effect on sports consumption culture.