라이프스타일이 스포츠 소비형태에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to present the influence of lifestyle characteristics as a significant determining factor on type of sport consumers. The subjects of this study who were 398 adult(student`s family) were selected from 11 middle and high school in seoul using systematic stratified cluster sampling. In order to examine lifestyle factors affecting type of sport consumers, the questionnaires which were composed of lifestyle as psycho-graphics and consumer type in sports was used as a measurement device. For lifestyle which were composed of fashion, achievement, self control, self confidence, weakness, vanity, sports, brand, health, the questionnaire by Youk and Jung(1995) was used on the basis of previous studies by Plumer(1975). The questionnaire consisted of 38 items to reflect lifestyle, and 5 items consumption type. The subjects were requested to indicate the extent of their agreement with each item on a 5-point Likert scale ranging from 1(definitely false) to 5(definitely true).In some instance, however, the respondents did not complete all the items in the questionnaire. The internal consistency estimates(Cronbach`s alpha) were .73 for entire scale of lifestyle ranged from .58 to .79. In order to statistical analysis, this study used a SPSS version 12.0 program for windows. Statistics empoloyed in this study were multiple correlation analysis and multiple regression analysis. The result of this study, which were attained through the process, are as follows. First, there were both influence direct sport consumption type and indirect sport consumption type on life style characteristics. Second, life style characteristics as a achievement, sports, health, self confidence were significant influence on sports for all and achievement, self confidence, sports, health were significant influence on spectators of stadium in direct sport consumption. Third, life style characteristics as a achievement, self confidence, sports were significant influence on view of TV sport program and self confidence, weakness, sports, health were on reading sport headline of newspaper and sports, health were on hearing sport program of radio in direct sport consumption.

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