スポーツ活動に対する態度パターンによるマーケット・セグメンテーション的研究 : 中学校3年生の選択制授業における分析と考察

概要

論文の詳細を見る
The purpose of this study was to investigate learner's behavior in physical education class from the point of view of market segmentation. In order to make up useful segments, attitude toward sport was measured by using 44 items. Significanse of such segments were examined by learner's condition and satisfaction to physical education class. Multivariate statistical procedures were applied, and following results were obtained. 1. Six factors of attitude toward sport were found such as self-reliance, expectation, desire to see, desire to play, desire to attain, and manner. 2. Those factors were integrated to two indices which were agreed with M. Csikszentmihaiyi's flow model. Four segments of learner's in physical education class were fund by those indices. 3. Those segments were situated between learner's condition and satisfaction to physical education class. It was found that those segments were to function as a parameter between these factors.
日本体育・スポーツ経営学会の論文
1985-04-01