혈액형에 따른 스포츠참여자의 사회심리학적특성이 소비의례화에 미치는 영향

Abstract

This study aims to verify the effect of social psychological characteristics on consumption ritualization regarding to blood types of sports participants. The purpose is to present indicators for symbolic consumption in the segmented marketing of the sports industry. A survey was conducted from October 1st, 2020 to July 31th, 2021. 1,215 samples were collected and 1,119 samples were used in this study. The data were analyzed by using IBM SPSS win ver. 24.0 for frequency analysis, reliability analysis with Cronbach"s α, EFA, correlation analysis, and multi-regression analysis. The significance level was set at α=.05, and the results are as follows. First, for sports participants with blood type A and B, honor sensitivity, pride inclination, and nunchi had positive effects on consumption ritualization. Second, for sports participants with blood type AB, pride inclination, and nunchi had positive effects on consumption ritualization. Third, for sports participants with blood type O, honor sensitivity and pride inclination had positive effects on consumption ritualization.