An Exploratory Study on the Development of Sport Spectator Involvement Scale

국문 초록 (Abstract)

이제까지 선행되어온 모든 스포츠 소비자의 관여도에 대한 연구는 마케팅 분야에서 가장 널리 사용되고 있는 Consumer Involvement Profile (CIP)과 Personal Involvement Inventory (PII)를 측정도구로 사용하여 왔다. 스포츠 소비자 특히 프로스포츠 관중은 일반 소비자와 그 특성이 구별되어 한다. 그러므로 특정한 프로 스포츠 팀, 프로 스포츠 리그, 또는 경기에 대한 프로스포츠 관중의 관여도를 분석하는 측정도구는 일반소비자의 상품에 대한 관여도 또는 광고에 대한 관여도를 분석하는 측정도구와는 구별되어 사용되어야 한다. 본 연구는 프로스포츠 관중의 관여도 측정을 위한 측정도구 개발에 그 목적이 있다. 602명의 프로농구 관중 (KBL과 WKBL)을 대상으로 설문조사를 실시하였으며 이중 자료 분석에 적합한 511(84.9%)명의 응답만이 본 연구에 사용되었다. 문헌연구를 통한 요인항목 추출, 전문가 집단에의 한 내용 타당도 분석, 요인분석을 통한 구성타당도 분석, 신뢰도 분석을 통하여 얻어진 결과는 다음과 같다. 프로스포츠 관중의 관여도 수준을 측정하기 위하여 개발된 SSIS (Sport Spectator Involvement Scale)는 사회, 심리적 관여도 7문항 (Cronbach's α=.91)과 행동적 관여도 12문항 (Cronbach's α=.94)의 2개요인 총19 문항으로 구성되었다.

다국어 초록 (Multilingual Abstract)

Despite the fact that the concept of involvement has been frequently examined as an essential predictor of consumer behavior in marketing and leisure studies (e.g., Arora, 1993; Havitz & Dimanche, 1990), little research has focused on sport spectator involvement in the field of sport marketing. In addition, all the previous sport spectator involvement studies used instruments developed in marketing research for the main purpose of measuring consumer involvement with manufactured products. Since sport spectators are the unique group of individuals whose consumer behaviors are considered to be different from those of typical consumers, applying the same construct, which measures the consumer involvement with manufactured products, to sport spectators is not appropriate. Thus, the present study was designed to develop an instrument assessing sport spectator involvement. This study identified 19 items with two factors of sport spectator involvement, behavioral involvement (12 items) and socio-psychological involvement (7 items).

목차 (Table of Contents)

• Ⅰ. Introduction
• Ⅱ. Methods
• Ⅲ. Results
• Ⅳ. Discussion
• References
• 국문초록

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