스포츠팬 政體性 水準에 따른 競技觀覽 決定要因 및 觀覽行動의 差異
Differences in motivational determinats and behaviors of sporting gevame attence among group of levels of sport pan identity
스포츠문화 체육교육 스포츠팬 경기관람 관람행동;
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The purpose of this study is to examine the effects of the sports pan identity on the motivational determinants and intention or behaviors of sporting game attendance In order to do this study, 549 residents in Gyeong Sang Nam Do province were participated as a subjects. Researcher distributed 600 questionnaires to them directly. The questionnaires which were not reacted regularly or the failed things among collected questionnaires were excepted, thus finally 549 questionnaires were used as data for the analysis. For the survey, the researcher constructed questionnaire was consisted with 44 items which were measuring "the sport pan identity", "motivation factors of sport game attendance", "intention and behaviors of sport game attendance". The items were validated by factor analysis, and internal-consistencies of items for the each scale were calculated by Cronbach's Alpha. The factors were extracted from the result of factor analysis and Cronbach Alphas' for items of each scale were as follow. Sport pan identity' were consisted of 3 factors; 'group categorization'(3 items, Cronbach's alpha = .749), 'group esteem'(3 items, Cronbach's alpha = .773), and 'group commitment'(3 items, Cronbach's alpha=.720). 5 factors constructed 'Sport attendance motivation'; 'leisure and relax'(8 items, Cronbach's alpha = .835), 'facilities of stadium'(4 items, Cronbach's alpha = .820), 'team identity'(6 items, Cronbach's alpha =.826), 'sense of trill'(5 items, Cronbach's alpha =.817), 'skill of athletics, 4 items, Cronbach's alpha = .798). 4 factors for attitude and behavior of sport attendance were as follow: 'intention of sport attendance'(3 items), 'information search'(2 itens)' 'PR'(2 items), and 'persistence of sport team identity'(1 item). For the data analysis, the researcher have utilized statistical program of SAS for win 8.0. And the researcher also did statistical analysis; Such as simple frequency for response for each item, and ANOVA analysis to test differences of the means among groups. In this studies, the researcher established hypothesis as follows; Hypothesis 1. there are differences in motivation of sport attendance among the high, middle, and low level group of Sport Pan Identity level. Hypothesis 2. there are differences in sport attendance attitudes and behaviors among the high, middle, and low level group of Sport Pan Identity level. The results of study were summarized as follows: 1. the higher the sport pan identity level, the stronger the strength of motivational factors(leisure and relax, 'facilities of stadium' 'team identity', 'sense of trill, and 'skill of athletics) to determinate sport attendance. 2. the higher the sport pan identity level, the higher the strength of the attitude and behaviors of sport attendance('intention of sport attendance', 'information search', 'PR for team', and 'persistence of sport team') identity'. These results supported hypotheses1 and hypothesis2 of this study. Implications of this results for sport marketing strategies, limits of this study, and suggestions for the future study were discussed.