프로야구 소비자 지출수준에 따른 관람서비스 만족도 및 재관람의도 비교분석

Abstract

k-means clustering, one-way ANOVA and regression analysis by PASW 20. The result of the research was as followed. First, Utilizing individual expenditure, three groups were separate by high spending fans, middle spending fans and low spending fans. Additionally, it was shown that statistical differences in demographic profiles were shown partially. Second, the high spending fans recognized the satisfaction higher than others. Lastly, the high spending fans were influenced by match satisfaction(β=.517) to visit the stadium again. The middle spending fans were influenced by facility satisfaction(β=.304) on re-spectating intention. In the case of the low spending fans, promotion satisfaction(β=.416) had the biggest influence on re-spectating intention.; In this study, the market segmentation through spectators’ individual expenditure was carried out to understand a spectator’s individual profile and recognition on service satisfaction of each prfessional baseball spectator in Korea. The research targets were 359 who visited a baseball park and they were selected by convenience sampling. Followed statistical methods were used