부산지역 대학생의 스포츠 소비행동에 관한 연구 = A Study on the sports consumption behavior of university students in Pusan area

다국어 초록 (Multilingual Abstract)

In order to pursue an efficient marketing strategy for commercial sports facilities, a survey was conducted among 603 university students in Pusan area. The analysis of the results gave the following conclusions.
1. Of all the commercial sports facilities, bowling centers showed the highest frequency of usage overall(45.7%). Among the males, basketball court was the highest(36.5%) while bowling centers were the highest among the females(45.7%). The usage was significantly different between the genders(p<.001).
2. The facility with the highest demand was health club(32.0%), followed by swimming pool(23.0%) for the males, while they were swimming pool, and then a health club(17.6%) for the females. Because of the regionality and the age group they happen to be in, the demand for golf club and skating rink was very low. Overall, the swimming pool(29.9%) and health club(24.1%) showed the highest demand, demonstrating the difference between the demand by males and that by females(p<.001).
3. The most used convinience facility was the relaxation room for the both male and female(32.2%, 27.0%). It seemed to have a significance(p<.01).
4. As to the sport they want to participate in the most during their spare time, it was basketball for males(14.0%) and swimming for females(21.3%). It should be noticed that 5.6% of the females showed interest in billiard and that 5.9% and 8.2% of both male and female as a whole showed interest in scuba diving and squash respectively.
As a whole, tennis was the sport they all wanted to participate in(16.0%). The preference was significantly different between the genders(p<.001). However, interest in handball, golf and skating was very low with 0.2%.
5. As to the second sport they want to participate in, it was tennis for males(9.0%) and swimming for females(15.4%). Overall, it was swimming with 12.3%, although the increase in golf(1.2%) and skating(1.6%) is worth nothing. The preference was significantly different between the genders(p<.001). For all sports except handball, the interest was fairly evenly spread out.
6. As to the qualification of the instructors, both male and female valued the practical ability to teach(52.4%) and the instructor's effort(29.9%), showing a significant difference between the genders(p<.05).

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 연구의 목적 및 필요성
• Ⅱ. 연구방법
• 1. 연구대상
• 2. 측정도구
• 3. 자료 처리 방법
• Ⅲ. 결과 및 고찰
• 1. 인구통계적 결과
• 2. 소비자 행동 특성 및 Chi-Square
• Ⅳ. 결론
• 참고문헌
• Abstract