프로농구 관람객의 관람동기에 관한 척도개발을 통한 마케팅전략

Abstract

The purpose of this study is to allow many more spectators to participate, to develop pro-basketball, and to form infrastructure in spectators, by researching into participatory motive in pro-sports spectators and by developing measurement tool. Adult men and women in over 20 years old, who watch pro-basketball, were carried out questionnaire. The collected questionnaires included 227 people. The primarily research subjects were researched on the basis of the response contents in 212 people except 15 people whose response was insincere among these questionnaires. The secondary research was extracted samples by using the stratified cluster random sampling targeting spectators who directly visited pro-basketball. Questionnaires were 347 people. 325 people had become the finally analytical subjects except 22 people whose response was insincere among these questionnaires. Through the expert meeting, which was formed in order to develop a measurement tool based on the results through inductive analysis on participatory motive in pro-sports spectators, the questionnaire in totally 55 items was performed with 6 factors in “fun,” “leisure activity,” “removing stress,” “event,” “arena,” and “association,” and with individual item in each factor. In the exploratory factor analysis for examining the common volume between factors, 7 items were removed in the load volume with under .40. As a result of the exploratory factor analysis, it was developed into 22 items in 5 factors. 4 kinds of fit acceptance indices(GFI, CFI, NFI, RMR) were analyzed and researched by carrying out the confirmatory factor analysis as for whether 22 items in 5 factors are established relationship among sub-factor variables. The lower result was shown than the acceptance index in the measurement model on 22 items in initially 5 factors. Thus, the finally-modified model was suggested by removing leisure activity factor and 6 sub-items based on the reliability value and the regression coefficient value in individual item. As a result of this analysis, a research on measurement tool of a participatory motive in pro-sports spectators was developed 16 items in totally 5 factors for “fun,” “leisure activity,” “removing stress,” “event,” and “association,”