ScholarWorks@숙명여자대학교

초록

The purpose of this study was to provide the basic information regarding basic marketing strategy and objective instruments to decision factor of sports viewing. The subjects of this study were 544 spectators of the 2003~2004 Season Anycall Pro-basketball League in Seoul and Wonju. The results of this study were follows:First, there were significant differences between type of entrance ticket and age, job, income. Second, there were significant differences between sex and the other team, between ages and home team, advertisement, between job and the other team, price factor.Third, there were significant differences between the other team and advertisement, price factor as decision factor of sports viewing in type of entrance ticket.Forth, decision factor of sports viewing in season attendance frequency was significant influence on last season, this season, and next season attendance frequency. Home team and price factor had high effect on last season. Price factor had high effect on this season and next season.

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