종목별 스포츠 팬의 관람동기 비교

다국어 초록 (Multilingual Abstract)

This study aimed to compare sports fans on the basis of their individualism/collectivism, and on spectator motivation. The study first examined whether differences in individualism/collectivism and spectator motivation (classified by individualism or collectivism) existed across fans of individual and team sports. The study also assessed whether any relationship existed between individualism/collectivism and spectator motivation among sports fans. Survey questionnaires were designed to test the designated variables. Three hundred and seventy college students responded to these questionnaires.
Using statistical analysis techniques, including multivariate analysis of variance (MANOVA) and multiple regression, the results indicated that significant differences existed in the motivations of individual and team sports fans who responded to the questionnaire. However, no difference was found in individualism/collectivism. The findings also suggested significant relationships between spectator motivation and individualism/collectivism. Collectivism was found to influence aesthetics, family bonding, team attachment, and total motive. Individualism, on the other hand, was found to influence an entertainment motive.