IPA기법을 활용한 재한 중국인 농구팬들이 프로농구 경기관람결정요인 분석

Abstract

The purpose of this study is to verify the importance and satisfaction of decision factors for sports viewing for positioning strategies of Chinese basketball fans in Korea using Importance-Performance Analysis. The study conducted a research survey through convenient sampling method aimed at Chinese basketball fans in Korea. 250 questionnaires were distributed and 243 were selected for final valid sample excluding 7 incomplete questionnaires. Then the data were analyzed through frequency analysis, exploratory factor analysis, confirmatory factor analysis, paired-sample t-test, reliability analysis and Importance-Performance analysis using SPSS 21.0 and AMOS 20.0. The results are as follows. First, quadrantⅠ had 6 factors which are the fierce competition, appearance of favorite players, the game between rival teams, an entertainment with friends and online ticket reservation. Second, quadrant Ⅱ had 7 factors which are comfortable seats, cleanliness of arena, community attachment, representativeness in community, pride in community, promotion and ticket at discount price. Third, quadrant Ⅲ had 4 factors which are guidance service in arena, arena access, performance of the opponent team and cheerleading. Fourth, quadrant Ⅳ had 3 factors which are an entertainment for refresh, stress relief and giveaway event. The finding of this study might be considered helpful for professional basketball teams to understand the initiatives for game watching among the Chinese who live in Korea. Finally, future research directions and practical implications are also to be discussed.