프로배구 관람자의 소비지출 세분화에 따른 소비자 분석

Abstract

This study was designed to perform the market segmentation through spectators’ individual expenditure. Therefore, in this study, a profile analyzation and recognition analysis about service satisfaction and re-spectating intention based on the expenditure of each football spectator. The research targets were 706 of volleyball spectators who were selected by convenience random sampling. Various statistical methods were used such as two stept cluster analysis, correspondence analysis and one-way ANOVA by SPSS 20. The result of the research is as followed. First, it was shown that clear categories were segmented by low, middle and high spending spectators. In addition, statistically significant differences in demographic profiles except for sex, marriage, and income were found out by categories. Second, when it comes to service satisfaction, the recognized satisfaction of high spending group was higher than middle and low spending groups in terms of facility satisfaction, event satisfaction, and game satisfaction. Lastly, the high spending group showed that the game satisfaction(β=.561) has the most significant effect on re-spectating intention. The middle and low spending group showed that purchase satisfaction had influence on re-spectating intention at the most.