Jリーグ観戦者のライセンスグッズ消費実態(第2報) : 大分トリニータの事例

概要

論文の詳細を見る
The purpose of this article is to understand consumption processes of J. League Team Licensed Goods. Especially we focused on the temporal change of them. Generally speaking, people believe the orthodoxy that there is a plus correlativity between spectatorship and consumption of Team Licensed Goods. However, in my past research, we could find the fact that the orthodoxy included incorrect parts. In this article, we retest two hypotheses using the same questionnaire method toward different spectators who consist of Oita Trinita spectators. The hypotheses are as follows: 1) There is a plus correlativity between experience of spectatorship and experience of buying Team Licensed Goods. 2) There is a plus correlativity between experience of spectatorship and experience of using Team Licensed Goods in the stadium. The results of this research are the same as the past results. That is, the hypothesis 2) is supported. However, the hypothesis 1) is not supported.
仙台大学の論文