스포츠 프로그램 소비자의 선택속성에 관한 연구

Abstract

The purpose of this study is to analyze the demographic characteristics based on the investigations on the selection attribute of sport program consumer in the sport facilities, to classify the consumer type through the selection attribute, and to establish the database for the appropriate market segmentation of the sport programs. In order to accomplish such purposes, the self-administered questionnaires were distributed to 880 sports program consumers older than 40 years. Gathering data were analyzed through the frequency analysis, one way ANOVA, and discriminant analysis in SPSS(window ver 10.0) statistical analysis program. The conclusions are as follows: Firstly, the consumer`s attributes mainly considered when they select the sports programs are represented according to the priority of convenient facilities, superior trainers, appropriate costs, varieties of programs, and easy accessibilities. Secondly, according to the differences of the selection attribute between sexes, females considered the superior trainers as a more important factor than males. Thirdly, according to the differences of the selection attribute between ages, old ages older than 60 years considered the easy accessibilities as a more important factor than middle ages of 40-59 years. Fourthly, according to the differences of the selection attribute between monthly incomes, there were some significant differences in the easy accessibilities, convenient facilities, varieties of programs, and superior trainers. Finally, according to the discriminant analysis in order to compare the influences of the selection attribute on the classification of consumer types, it seemed that the possibilities of classification as old ages is higher as the selection attribute for the easy accessibilities is higher; as middle ages is higher as the selection attribute for the appropriate costs and superior trainers is higher.