プロサッカー観戦者のセグメンテーション・マーケティングに関する研究 : 特に過去から現在に至る観戦経験に注目して(平成13年度大学院スポーツ科学研究科修士論文概要)

概要

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The purpose of this study is to analyze the validity of a segment variable of watching-a-game experience that crosses to now from the past called the "existing spectator", the "returned spectator", and the "new spectator" paying attention to marketing segmentation theory and the marketing strategy to each segment. In order to clarify the characteristic of each segment, the investigation in questionnaire for the fans of Vissel Kobe which belongs to J-1 League was conducted in the Univer-Memorial Stadium, and a large difference among the segments was looked at demographics, Psychological Commitment to Team (Mahony et al, 2000), Re-watching-a-game intention (Wakefield and Sloan, 1996), the Social Psychological Factor (Nakazawa et al, 2001) as a result of investigation. For example "existing spectator" showed higher score in the Psychological Commitment to Team and Re-watching-a-game intention than other segments. And "existing spectator" showed high score in "Team Preference" of the Social Psychological Factor, and other segments showed high score in "Player Preference". "existing spectator" is interested in things about Team, and other segments are interested in things about Player. From these results, the validity as a segment variable of watching-a-game and the necessity of taking a suitable marketing strategy for every segment was suggested.
2002-07-01