潜在的観戦者のマーケット・セグメンテーションに関する研究 : 特に観戦意図に注目して

概要

論文の詳細を見る
People who intended to attend soccer games at the stadium before the beginning of the season were focused on as a potential market of a professional soccer team in Japan. The characteristics of intenders were identified in comparison with nonintenders who did not intended. Questionnaires were mailed to 1,365 subjects aged 16-30 obtained from resident registration lists using the random sampling method before the beginning of the 1995 season. This was the first season in the Japan football league for Cerezo Osaka (Osaka Football Club), Osaka, Japan. The response rate was 40.7% (n = 577). Fourhundred and forty-nine respondents who had never attended a J-league game or Cerezo Osaka game in the JFL (Japan Football League: the J-league's second division) were used for analysis. These respondents were divided in to four segments based on intention to attend games at the stadium: 1) intenders, 2) slight intenders, 3) slight nonintenders, and 4) nonintenders. The results of comparison analysis among these segments indicated that there were significant differences in sex, time necessary to go to the stadium, past and present sports/exercise experience, knowledge related to tickets and game schedules, attitude toward attendance, level of interest in the team, and identification toward the team.
大阪体育大学の論文
2001-07-01