스포츠산업,경영학 : 프로축구 관중의 관람만족/불만족 귀인이 불평행동 및 소비행동에 미치는 영향 = The effects of watching satisfaction/dissatisfaction attribution of professional soccer spectators on complaint and consumption behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the effects of watching satisfaction/dissatisfaction attribution of professional soccer spectators on complaint and consumption behavior. Subjects were professional soccer spectators as of July 2004. Four hundreds 4 subjects were recruited from stadiums of Seoul and Gyungin area. Following conclusions has been drew from results after analyzing data based on the hypothesis. 1. There was no difference in watching incentive, satisfaction/dissatisfaction attribution, complaint behavior, and consumption behavior according to individual characteristics(age, gender, marriage, education level, job, level of life, income). 2 Higher watching incentive, stronger attribution, less complaint behavior, and higher consumption behavior were found in soccer exclusive stadium than in general stadium 3. Watching incentive have an effect on satisfaction/dissatisfaction attribution 4. Watching incentive did not influence on complaint behavior but on consumption behavior. 5. Watching satisfaction/dissatisfaction attribution did not influence on complaint behavior but on consumption behavior. Results were discussed in terms of systemic marketing strategy.