메가 스포츠 이벤트 관람객의 스포츠 팬 자민족 중심주의에 대한 가격탄력성과 가격민감성 분석

Abstract

The purpose of this study was to investigate the analysis of the price elasticity and price sensitivity on the sport fan ethnocentrism of mega sports event audience. The study conducted a questionnaire survey through cluster sample method. Due to the reliability of data, 74 samples were discarded and 226 samples were put to actual analysis. Then the collected data were analyzed through content validity, reliability analysis, exploratory factor analysis, correlation analysis, frequency analysis, k-mean cluster analysis and chi-square t-test using SPSS 21.0. The results were as followings, First, sport fan ethnocentrism is drawn a significant differences according to demographic characteristics. Second, there was a negative correlation relationship between price Elasticity and Price Sensitivity. Third, price Elasticity is drawn a significant differences according to sport fan ethnocentrism. Fourth, price sensitivity is drawn a significant differences according to sport fan ethnocentrism.