Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

A study of current awareness and preference on Korean professional baseball team's promotion for products

프로야구의 상품마케팅에 대한 인식 및 선호도 조사

  • 박승환 (강원도립대학 레저스포츠학과)
  • Received : 2011.12.16
  • Accepted : 2012.03.08
  • Published : 2012.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

The main purpose of this study was to identify the current awareness and preference on the promotions of products in Korean professional baseball teams. For this study, the subjects were randomly selected where they have experienced purchasing any products in the Korean professional baseball stadium. Totally, 520 subjects were asked to answer the questionnaire relevant to the current awareness and preference of promotion of products. There were 11 questions for the current awareness and 14 questions for the preference on the promotion of products. The data gathered was determined within a frequency analysis, an independent sample T-test and one-way ANOVA tests. The results were discussed when the p-value were lest than .05. There were a couple of results found throughout this study. Firstly, there were no significant differences of the current awareness between gender. Secondly, there were significant differences of the preference on the promotion between age(p<.05). Especially, there were significant differences on the value of products and price between 20's, 30's and 40's groups. Thirdly, there were significant differences of the preference on the promotion between level of earing per year statistically(p<.05). In addition, there were significant differences on the price of products between 2000-2500 million won, 2500-3000 million won and 4000 million won groups. Consequently, the product promotion by the Korean professional baseball teams has to be more variety and structured.

본 연구는 프로야구 관람자들을 대상으로 프로야구의 상품마케팅에 대한 인식 및 선호도를 규명함으로써 프로야구 관람에 참여하고 있는 관람자들에게 보다 효과적인 프로야구 관람에 대한 정보를 제공하는데 연구의 목적이 있다. 첫째, 인구사회학적 특성 중에서 성별에 따라서 프로야구 구단의 상품마케팅에 대한 인식(프로구단에 대한 인식, 상품마케팅 전략에 대한 인식), 그리고 상품마케팅의 선호도(상품가치, 상품가격, 상품종류)에 따른 차이를 비교한 결과, 통계적으로 유의한 차이를 보이지 않았다. 둘째, 인구사회학적 특성 중에서 연령에 따른 프로야구 구단의 상품마케팅에 대한 인식(프로구단에 대한 인식, 상품마케팅 전략에 대한 인식), 그리고 상품마케팅의 선호도(상품가치, 상품가격, 상품종류)에 따른 차이를 비교한 결과, 프로야구 구단의 상품마케팅에 대한 인식에는 통계적으로 유의한 차이를 보이지 않았으나, 상품마케팅의 선호도 중 상품가치와 상품가격에 대한 선호도에서는 통계적으로 유의한 차이를 나타냈다(p<.05). 특히, 상품가치의 경우, 20대와 30대 간, 20대와 40대간, 30대와 40대 간 비교에서 모두 통계적으로 유의한 차이를 나타냈다(p<.05). 셋째, 인구사회학적 특성 중에서 연간수입에 따른 프로야구 구단의 상품마케팅에 대한 인식(프로구단에 대한 인식, 상품마케팅 전략에 대한 인식), 그리고 상품마케팅의 선호도(상품가치, 상품가격, 상품종류)에 따른 차이를 비교한 결과, 프로야구 구단의 상품마케팅에 대한 인식에서는 통계적으로 유의한 차이를 보이지 않았다. 하지만, 상품마케팅의 선호도 중에서 상품가격에 대해서는 통계적으로 유의한 차이를 보였다(p<.05). 특히, 2000-2500만원미만, 그리고 2500-3000만원미만의 집단과 4000만원 이상의 수입을 얻고 있는 집단 간의 차이에서 통계적으로 유의한 차이를 나타냈다(p<.05).

Keywords

References

  1. M, H, Kim, The effect that Preferences of Professional Baseball Events have on Event Satisfaction, Intention of Game Revisit, Intention of Oral Transmission, Major in Sport Management Graduate school of Sports Industry Kookmin University, 2010.
  2. Y, I, Kwon, Am .analysis of the effects of the golf sponsorship on the corporate image : focused on consumers' behaviors and marketing communication, Advertising & Public Relations The Graduate School of Journalism and Mass Communication Yonsei University, 2003.
  3. D, S, Jeng, Effects of Korea Professional Baseball Stadium's Physical Environmental factors on Spectators' Satisfaction and Behavior after Spectator, Department of Physical Education Graduate School of Dankook University, 2010.
  4. Korea Baseball Organization, History Spectator, 2009.
  5. R, H, Kim, J, Y, Shin, Factors that Influence Spectators' Decision to Watch Professional Sports Games according to Their Involvement Level, Korean journal of sport Management, Korean Journal of Sport Management, 6(2), 253-264,
  6. Y, M, Kim, K, S, Lee, J, H, Jung, The effect of trust building on multidimensional trust and customer satisfaction of sport center, The Korean Journal of Physical Education, 46(1), 495-505, 2007.
  7. Ross, S., James, J., & Vargas, P, Development of a scale to measure team brand associations in professional sport, Journal of Sport Management, 20, 260-279, 2006. https://doi.org/10.1123/jsm.20.2.260
  8. Y, I, Kim, The Effects of Event Programs on Spectators Mobilization at a Professional Baseball Game, Korean Academic Society of Event & Convention, 2(1), 1-21, 2006.
  9. S, T, Paek, K, M, Che, K, Y, Lee, A Study of the Relationship between Factors Related to Spectator Attendance and Revisiting the Game, Korean Journal of Sport Management, 10(2), 127-138, 2005.
  10. C, J, Kim, H, T, Lim, Relationship of Life Satisfaction and Ethical Sense According to Management Types within Sports Organizations, Korean of Sport and Leisure Studies, 21, 265-274, 2004.
  11. Wakefield, K., Blodgett, J. & Sloan, H, Measurement and management of the sportscape. Journal of Sport Management, 10(1), 1996.
  12. K, J, Choi, The Impact of marketing mix strategy, intention of repurchase and word of mouth on professional baseball spectators, Department of Physical Education Graduate School of Dankook University, 2001.
  13. H, M, Jun, M, Y, Kim, S, H, Park, Study on the Effects of the Marketing Satisfaction of Pro Baseball on Visiting Motivation, Korean Journal of Sport Management, 12(2), 31-45, 2007.
  14. W, S, Kim, Relation among brand assets, team loyalty and purchase pattern, Major in Sports Management Graduate School of Technology and Management, Kyung Hee University, 2010
  15. D, S, Song, A Study on the Establishment of Marketing Strategy for Invigorating Professional Sports : Focused on the Lotte Giants, Department of Business Administration Major in Marketing Graduate School of Business Administration Dong-A University, 2004.
  16. C, W, Kim, S, T, Lim, Effects of An Exhibition's Physical Environment on Visitor's Satisfaction, Revisit intention and Word of Mouth: The Case of 2003 World Flower Exhibition of Koyang City, Tourism Soience, 27(30, 79-95, 2004.
  17. J, Y, Yi, C, L, Lee, The Role of Customer Loyalty Variables in the Effects of Customer Satisfaction on Firm`s Performance, Korea Marketing Review, 21(1), 81-102, 2007.

Cited by

  1. Difference of Product Interest and Relation to Innate Innovativeness, and Perceptive Construct of Products according to Consumers' Gender vol.39, pp.4, 2015, https://doi.org/10.5850/JKSCT.2015.39.4.505