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http://dx.doi.org/10.12925/jkocs.2020.37.5.1208

Exploring Sport Consumption Style of Generation Z that the 4th Industrial revolution paid attention to: Applying Decision Tree Analysis based on Data Mining  

Shin, Jin-Ho (School of Global Sport Studies, Instructor, Korea University)
Lim, Young-Sam (Department of Sport Industry, Associate Professor, Jungwon University)
Kim, Ji-Sun (Department of Sport Industry, Associate Professor, Jungwon University)
Publication Information
Journal of the Korean Applied Science and Technology / v.37, no.5, 2020 , pp. 1208-1221 More about this Journal
Abstract
The purpose of this study was to provide basic data for predicting the sports consumption market that Generation Z will lead by applying data mining based decision tree analysis to explore Generation Z sports consumption style. Therefore, the survey was conducted by selecting males and females aged 19 or older as a sample among Generation Z, and data of 429 people were used for the final analysis. For data processing, frequency analysis, exploratory factor analysis, retest and reliability analysis, and decision tree analysis were performed using the SPSS statistics (ver. 21.0) program. The main results of this study are as follows. First, if the rational efficiency index is high and the aesthetic consumption index is low, the probability of being classified as a group of female was 96.8%. On the other hand, if the rational efficiency and perception of price index were low, the probability of being classified as a male group was 100%. Second, if the brand orientation, perception of price, and rational efficiency index were high, the probability of being classified as a capital area group was 97.3%. Contrary to the results presented above, the probability of being classified as a other area group was 82.1% when the brand orientation, commemoration rites, and status symbol index were low. Third, the status symbol and trend oriented index were high, and if the functionality index was low, the probability of being classified into daily life and fashion groups was 77.6%. On the contrary, if the status symbol index is low, the retention of membership and enjoy consumption index is high, the probability of being classified into exercise and competition groups was 81.0%.
Keywords
4th industrial revolution; generation Z; sport consumption style; data mining; decision tree analysis;
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