프로농구 Sports Fan Loyalty 결정요인

Abstract

The goal of this study is to define sports fan loyalty and its determining factor. The subject of the study were defined as highschool students below 16, university students and other people currently living in Seoul(June 1996), then stratified cluster random sampling method was used to extract the samples from the subjects who had watched basketball games in the professional basketball leagues once or more during the 1998-1999 season. For the second step of the sample extraction, 10 sample groups from high school students and 7 sample groups from university students and others were randomly chosen, and the number of subjects in all groups totalled 660. The following results showed from the procedures applied in the study: First, subjects remembered the most the style(skills) and appearance of individual players and favored their teams. Second, regionalism and school relationship determined the favor of the subjects toward each team and its players as well. Third, male subjects weighed the style of players while females favored the appearance of players. Fourth, highschool students favored the outward appearance of players while the groups of 20-23 year-olds and over 24 year-olds respectively went for player styles and regionalism or school relationship. Fifth, the determination factor of fan loyalty had very close correlation with the favor of fans toward players. Also, player style ranked high in the list statistically, in the determination of sports fan loyalty.