ScholarWorks@숙명여자대학교

초록

The purpose of this study is to analyze the increasingly popular 3on3-basketball game in Korea and study the degree of 'participation satisfaction' and 'intention to re-participate' factors in tournaments and also how the former factor affects the latter. With this study, we try to suggest fundamental information to improve degree of participation satisfaction and re-participation intention for development of marketing strategies and improvement of cooperate image through the sponsorship for this event. In order to achieve the goal, 298 subjects who took part in the 2004 Adidas 3on3- basketball tournament on August, 2004, were surveyed for this study. For data analysis, frequency analysis, factor analysis, reliability analysis, one way ANOVA, analysis of correlation, analysis of multiple regression were performed with SPSS(Windows Ver 10.0).The conclusions are as follows;First, The analysis of general and specific difference of degree of participation satisfaction and re-participation intention by the subjects showed that the degree of participation satisfaction of university student and manhood(womanhood) is higher than that of middle school and high school students significantly. And also, participants who enjoyed this event more than 5 years showed the higher degree of participation satisfaction than the participants who enjoyed this event below 2 years. Second, analysis of correlation was used to confirm the correlation between factors of re-participation intention and degree of participation satisfaction. And the results showed that each factor were statistically correlated. And analysis of multiple regression was used to analyze the effect of factors of degree of participation satisfaction to re-participation intention and the results showed that degree of participation satisfaction had the significant effect to re-participation intention.

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