bjリーグの観戦者の特性に関する研究 : 2005-2006年シーズンと2006-2007年シーズンの縦断的分析

概要

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The purpose of this study was to investigate the characteristics of spectators of a professional basketball team, Osaka Evessa, by using a longitudinal analysis from 2005-2006 season (05-06 season) to 2006-2007 season (06-07 season) . Because the team has regarded the female segment as a main target and has conducted several marketing strategies to attract them, we focused mainly on changes to the female segment during both seasons. Data collection was conducted at four different times: 05-06 season opening game, 05-06 season final game, 06-07 season opening game, and 06-07 season final game at the arena and 288, 499, 315, and 289 usable data was collected, respectively. The comparison with the male segment was used based upon demographics, satisfaction when attending the game, and attendance intension. The results indicated that the female segment was increasing throughout the seasons and both satisfaction and attendance intention of the female segment were higher than those of the male's.
大阪体育大学の論文