Characterizing Sport Spectator Behavior in Women’s Sports

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 41호 / 97 ~ 107페이지
· 저자명 : 최윤석

초록

In conclusion, the findings of the current study suggest that to improve the level of sport spectator involvement for fans who have intense socio-psychological involvement rather than behavioral involvement, sport organizations in women’s sports need to provide convenient and extensive involvement opportunities for their consumers.
The findings of the current study revealed that WNBA has higher involvement level than women’s college basketball games. Fan identification was identified as a significant motivational factor for WNBA to predict overall involvement while women’s college basketball had reference groups and involvement opportunity to motivate general publics to be involved in women’s college basketball games. The findings of the study also suggest that both WNBA and intercollegiate women’s basketball teams should facilitate unique market environments which generate consumer values for their fans and spectators. It is clear to note that psychological involvement and emotional attachment with the teams and players is a first step for sport organizations to be attractive to potential fans and spectators. In order to do that, these organizations need to create a new concept of sporting events that stimulate the psychological commitment of fans and spectators. Although the sample set for the present study has well represented the overall population of spectators in women’s basketball games, spectators from women’s college basketball games can differ among original conferences. Therefore, it is recommended for future studies to investigate spectator behaviors in women’s college basketball games with a large sample size in other conferences.

참고자료

· 없음