스포츠 관여자의 라이프스타일 및 광고수용 비교분석 : 공공데이터를 중심으로

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.