인문,사회과학편 : 프로축구 관중의 팀 동일시에 따른 시장세분화 및 재관람 의도 = An analysis of the market segmentation based on spectators` team identification Level and their intention to repurchasing at Korean professional football games

다국어 초록 (Multilingual Abstract)

The purpose of this study was aim to classify the spectators at Korean professional football matches into distinct consumer groups based on team identification level and also to identify the actual relationship between the team identification level and the number of games attended. Moreover, this study was performed to analyze the consequence of fan's future game attendance with the identification. The results are as follows; First, the distribution ratio of the spectators with low level of team identification was relatively high. Second, the component rate of frequent and heavy users who revealed comparatively significant was belong to the group with high level of team identification. Third, the fans' team identification level positively influenced on their intention to repurchasing for the future games.

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