갬블링 열정척도를 통한 스포츠토토 이용객의 시장세분화 연구

다국어 초록 (Multilingual Abstract)

This study aims to segment Sports toto participants based on gambling passion scale(GPS) using a two-stage cluster analysis. To this end, surveys were conducted for Sports toto participants through both online and offline. The results of exploratory factor analysis indicate that the gambling passion of Sports toto participants was classified into obsessive passion(OP) and harmonious passion(HP) with high reliability. The GPS was also classified into three groups by using two stage cluster analysis based on GPS and respondents` characteristics: low-level gambling passion group, middle-level gambling passion group, and high-level gambling passion group. The results of one-way ANOVA reveal that there were significant differences among those three groups with respect to gambling motivation. The results also show that the mean value of Fun motivation factor received the highest evaluation, and the mean value of HP was much higher than that of OP, indicating that the Sport toto is likely to be perceived as one of leisure activities by its participants.

참고문헌 (Reference)

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