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文章基本信息

  • 标题:The Effect of Factors on Foreign Spectators' Intention to Attend the Korean Professional Baseball Games
  • 本地全文:下载
  • 作者:Kwang Yong Lee ; Sang Woo Bae
  • 期刊名称:Universal Journal of Management
  • 印刷版ISSN:2331-950X
  • 电子版ISSN:2331-9577
  • 出版年度:2014
  • 卷号:2
  • 期号:7
  • 页码:265-271
  • DOI:10.13189/ujm.2014.020702
  • 语种:English
  • 出版社:Horizon Research Publishing
  • 摘要:The purpose of this study was to investigate the factors affecting foreign spectator attendance to provide basic knowledge for Korean professional marketers for effective and efficient marketing strategies. The level of attendance at sports events may be significantly related to teams’ revenues because sponsorship and broadcasting revenues depend heavily on the level of team attendance. 395 subjects were selected by convenience sampling method. The data was analyzed by PASW 18.0 for a t-test analysis, and Multiple regression analysis. The results were as follows. First, there are significant differences of attendance intention between attendance experiences. At Leisure, Event/Service, Performance Factors, the mean scores of 'Yes' respondents was statistically higher than 'No' respondents. Second, leisure, performance and event/service had significantly effects on attendance intention.
  • 关键词:Attendance Intention;Korean Professional Baseball
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