元 晶煜

本研究の目的は，スポーツ観戦者の消費行動，特に観戦行動を総合的と立体的に説明できる概念的理 論モデルを提案することであった。関連する文献 のレビューの結果，本研究では，5 つのカテゴリー（人口 統計学的変数と感情的変数，スポーツゲームの魅力変数，物理的環境とコスト変数，プロモーションと同伴 者変数，地域・文化的環境変数）から構成される概念モデルを提示した。また，提示した概念モデルと関連 文献のレビュー結果を照らし合わせ，その内的・外的妥当性を確かめた。さらに，提案した概念モデルを用 いて，マーケティング・プロモーション戦略を検討することで，モデルの外的妥当性を再確認した。研究の 結果，本研究で提示した概念モデルは，スポーツ観戦者の観戦行動を立体的に説明でき，それを用いた観戦 者のマーケティング戦略の立案に有効であることが確認された。

40020418735

The purpose of this study was to examine motivational factors affecting consumption behavior of K-league and J-league spectators, and their predictability to explain it. We found that 10 motivational factors significantly, but not sufficiently explained the current attendance frequency of the K-league spectators, whereas these factors well predicted their future consumption behavior. It was considered that there is great potential in the K-league spectator market. The results of the J-league spectators indicated that team identification and vicarious achievement were strong predictors to explain the variance in the game attendance frequency of the J-league spectators, and these results were consistent with the results of Mahony, et al., (2002). However, we found a new predictor (social interaction) to explain this variance. Also, we found that escape was a new positive predictor to explain the intention to attend future games of the K-league and J-league spectators, and escape, player, and team identification were related to the future merchandise consumption of both the K-league and J-league spectators.