인문,사회과학편 : 프로농구 각 구단별 경기관람결정 요인이 재관람 의사에 미치는 영향 = The analysis effects of game spectator decision factor of each team on intention of revisiting the game

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects of factors related to consumption behavior of professional basketball home spectators on intention of revisiting the game to activate professional sports. Namely, this study was to present basic data which can utilize in marketing strategy for team by examining effects of team royalty and intention of revisiting the game according to team rank and factors related to game viewing of each team. 1712 subjects who directly spectated their home game were selected using convenience sampling method, finally 1291 data were collected in this study except data which didn't or trustless respond. Data was analyzed through SPSS 12.0 Version frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis was performed. In analysis effects of game spectator decision factor of each team on intention of revisiting the game, Daegu Orions in service factor, Anyang SBS in player factor, Busan KTF in player factor, Seoul Sk in team factor, Changwon LG in team factor and service factor, Inchon Etland in player factor, Ulsan Mobils in stadium factor and team factor, Wonju TG in team factor, and Jeonju KCC in player factor had significantly difference in intention of revisiting the game.