프로스포츠 관람자의 미디어 수용 요인과 소비행동 결정요인 및 재 구매 의도와의 관계 = (The) relationship between the cause of media consumption and cause of activities of consumption and intention to repurchase of professional sports spectators

다국어 초록 (Multilingual Abstract)

This research aims to analyze the relationship between the cause of media consumption and cause of activities of consumption and intention to repurchase of professional sports spectators. To achieve such research objective, spectators of professional soccer, professional baseball, professional volleyball and professional basketball from 2007 to 2008 were surveyed. 300 survey subjects for each category, a total of 1,200 subjects, were selected using the convenience sample from the non-probability samples. From the conducted survey, questionnaires that were not answered or deviated from normality were excluded which left 1,005 samples to be used for the final analysis.
A frequency analysis was performed on the collected data using the SPSS program to understand its demographic characteristics. To solve issues arising in during the research, t-verification and one-way ANOVA were used, and Pearson’s Pearson Product Moment Coefficient and Multiple Regression Analysis were executed to examine correlations. And Cronbach’s α-verification and an investigative analysis were executed to ensure reliability and validity.
The conclusion drawn from this research through the above research methods and data analysis is as follows.
1) In the categories of media consumption cause, consumptive activity cause and repurchase intention in relation to gender, the frequency and intensity with which males accessed both electronic and printed in media were high. From the causes of consumptive activities, females only scored high in the frequency of visiting sports stadiums. On the other hand, females scored high in intention for repeated spectating and verbal recommendation. 2) In the categories of media consumption cause, consumptive activity cause and repurchase intention in relation age, the lower-age groups tended to access the media more frequently and higher-age groups tended to visit sports stadiums for consumptive activity cause. In the category of spectating cost cause, high-age groups tended to visit sports stadiums more frequently and no difference found between different age groups in repurchase intention. 3) No difference was found between the different groups in media consumption cause and consumptive activity cause in relation to income, and consumption cause for broadcasted media and printed media in relation to repurchase intention. In the category of consumptive activity cause, only low-income groups tended to visit sports stadiums more frequently in spectating promotion cause. On the other hand, in repeated spectating intention and verbal recommendation of repurchase intention, groups with a relative high level of income tended to revisit sports stadiums more frequently. 4) In relation to occupations, university students tended to access the media morefrequently in media consumption cause and consumptive activity cause and media consumption cause for both broadcasted and printed media in repurchase intention. No difference found between the different groups in consumptive activity cause.
On the other hand, white-collar workers tended to revisit sports stadiums more frequently for repeated spectating intention in the category of repurchase intention.
5) No difference was found between the different groups in media consumption cause and consumptive activity cause in relation to marital status and consumption cause for both broadcasted and printed media in repurchase intention. Married subjects tended to visit sports stadiums more frequently in consumptive activity cause. No difference was found between the different groups in repurchase intention. 6) High-participation groups tended to access the media more frequently in media consumption cause and consumptive activity cause in relation to spectating frequency and both broadcasted and printed media in repurchase intention. High participation groups visited sports stadiums more frequently in sports stadium factor, game situation factor and spectating promotion factor in consumptive activity cause and also showed more repeated spectating intention and verbal recommendation in repurchase intention. 7) No differencewas found between the different groups in media consumption cause and consumptive activity cause in relation to spectating form as well as consumption of both broadcasted and printed media in repurchase intention. Member groups tended to visit sports stadiums more frequently in all areas of consumptive activity cause. Member groups showed more repeated spectating intention and verbal recommendation in repurchase intention. 8) No difference was found between the different groups in media consumption cause, consumptive activity cause in relation to type of sports spectated as well as consumption of broadcasted and printed media in repurchase intention. Professional volleyball tended to be viewed more frequently for the sports stadium factor in consumptive activity cause and was also scored the highest in repeated spectating intention and verbal recommendation in repurchase intention. 9) A significantly positive correlation was shown between the media consumption cause, consumptive activity cause and repurchase intention of professional sports spectators. The most significant correlation was between repeated spectating and verbal recommendation and the least significant correlation was between broadcasted media and sports stadiums. 10) Media consumption cause of professional sports spectators passively influence consumptive activity cause and repurchase intention, and consumptive activity cause passively influences repurchase intention.
11) A causal relationship was formed between media consumption cause and consumptive activity determination as well as between consumptive activity cause and repurchase intention. However, no direct causal relationship was formed between media consumption cause and repurchase intention. Nevertheless, an indirect causal relationship is formed through consumptive activities.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 4
• 3. 연구가설 5
• 4. 용어의 정의 7
• 5. 연구의 제한점 8
• Ⅱ. 이론적 배경 9
• 1. 프로스포츠의 관람소비자 9
• 2. 스포츠관람자의 미디어 수용요인 12
• 3. 스포츠 관람자의 소비행동 16
• 4. 프로스포츠 관람자의 개인적 환경에 따른 소비행동 결정요인 21
• 5. 프로스포츠 관람자의 물리적 환경에 따른 소비행동 결정요인 26
• 6. 스포츠 소비자의 재 구매의도 결정과정 36
• 7. 프로스포츠 관람자 미디어 수용요인과 소비행동의 관계 40
• 8. 미디어 수용요인과 재 구매의도의 관계 42
• 9. 소비행동 결정요인과 구매행동 43
• 10. 스포츠 관람자의 소비행동과 재 구매의도 46
• Ⅲ. 연구방법 51
• 1. 연구모형 51
• 2. 연구대상자 52
• 3. 조사도구 54
• 4. 조사절차 및 자료처리 60
• Ⅳ. 연구결과 62
• 1. 인구통계학적 특성 변인에 따른 미디어 수용요인 소비행동 결정 요인 재 구매 의도의 차이 분석 62
• 2. 프로스포츠 관람자의 미디어 수용요인 소비행동 결정요인 재 구매 의도의 상관관계 76
• 3. 프로스포츠 관람자의 미디어 수용요인이 소비행동 결정요인에 미치는 영향 77
• 4. 프로스포츠 관람자의 미디어 수용요인이 재 구매의도에 미치는 영향 80
• 5. 프로스포츠 관람자의 소비행동 결정요인이 재 구매의도에 미치는 영향 82
• 6. 프로스포츠 관람자의 미디어 수용요인 소비행동 결정요인 재 구매 의도간의 인과관계 84
• Ⅴ. 논의 86
• 1. 인구통계학적 특성 변인에 따른 미디어수용요인, 소비행동 결정요인, 재 구매 의도의 차이 86
• 2. 프로스포츠 관람자의 미디어 수용요인이 소비행동 결정요인에 미치는 영향 92
• 3. 프로스포츠 관람자의 미디어 수용 요인이 재 구매 의도에 미치는 영향 93
• 4. 프로스포츠 관람자의 소비행동 결정요인이 재 구매 의도에 미치는 영향 94
• 5. 프로스포츠 관람자의 미디어 수용요인 소비행동 결정요인 재 구매 의도의 인과관계 95
• Ⅵ. 결론 97
• 참고문헌 100
• 부 록 110
• ABSTRACT 115