스포츠 관여자의 라이프스타일 및 광고수용 비교분석 : 공공데이터를 중심으로A Comparative Study on Lifestyle and Advertising Acceptance of Sports Participants : Focusing on Public Data
- Authors
- 김종환; 박용범; 손진웅
- Issue Date
- 2020
- Publisher
- 한국체육과학회
- Keywords
- Sports spectators; Sports Participants; Lifestyle; Advertising image; Advertising concentration effect
- Citation
- 한국체육과학회지, v.29, no.5, pp 475 - 491
- Pages
- 17
- Journal Title
- 한국체육과학회지
- Volume
- 29
- Number
- 5
- Start Page
- 475
- End Page
- 491
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/50623
- DOI
- 10.35159/kjss.2020.10.29.5.475
- ISSN
- 1226-0258
- Abstract
- The objective of this study was to examine of sports participant’s lifestyles on advertising images and advertising concentration effects, focusing on the analysis of public data. For this, the data of 6,640 sports participants were collected from the data of consumer behavior survey of 13,000 people in the public data of public data portals. Via the classification codes of consumer behavior survey, study variables were worked out, and then the effect of sports participant’s lifestyles on advertising images and advertising concentration effects was looked into. Study findings are as follows: First, the difference of lifestyles between sports spectators and sports participants was partially significant.
Second, all the advertising images of sports spectators and sports participants presented a significant difference.
Third, the advertising concentration effect of sports spectators and sports participants presented a significant partial difference.
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Collections - College of Sport Science > School of Sports Sciences > 1. Journal Articles
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