IPA기법을 활용한 대학 U-리그 관람결정요인에 대한 중요도와 만족도의 차이분석

Abstract

The purpose of this study was to figure out the importance and satisfaction of U-league spectators' decision factors for marketing positioning strategies using Importance-Performance Analysis. The participants of this study consisted of 327 university spectators who visited basketball, volleyball, and soccer leagues, and spectators selected from 6 universities in Seoul, Gyeoggi and Chungnam. Samples were extracted by convenient sampling method. Total 327 data were collected in this study except data which did not respond or trustlessly responded. In data processing, via SPSS version 20.0 for window, exploratory factor analysis, Cronbach's ɑ, frequency analysis, paired t-test, and Importance-Performance Analysis. The results were as follows. First, Ⅰ quadrant was detailed schedules of games, take part in prefer player, and alma mater's star player. Second, Ⅱ quadrant was play for fan, internet TV broadcasting, playday of the week, play time, and erect direction sign. Third, Ⅲ quadrant was player's sense of rivalry, sufficient restroom, convenient facilities, and size of seat and space. Fourth, Ⅳ quadrant was supporters, a lively play, rival team, support team, player's individual grade, rival star player.