• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.262-273
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• 2007

The current study sought to acknowledge the female sport fan as a sport marketing segment. In order to do so, female sport consumption motivation was identified and among motivation factors, factors effecting re-attend intention and word of mouth intention according to level of team identification was identified. In order to accomplish the purpose a focus group interview was conducted concerning female sport fans, and a survey took place in Korean Pro-sport event collecting 300 data. Among 300 data 248 data were used for the analysis. Using Lisrel 8.7 and SPSS 15.0 correlation analysis, descriptive analysis, confirmatory factor analysis, and multiple regression analysis was conducted. The results of study are as follows, First, 9 female sport consumption motivation was identified and among these factors, skill, achievement, drama, and escape had a positive effect on re-attend intension. Second, among 9 female sport consumption motivations skill, achievement, and social factor had a positive effect on word of mouth intention. Third, among the motivation factors, factors effecting re-attend intention had difference on the level of team identification. Forth, among the motivation factors, factors effecting word of mouth intention had difference on the level of team identification.

• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.111-121
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• 2015

The purpose of this study was 1) to investigate professional sports fans' perception of immigrants and changes of athletes' nationalities, and 2) to examine how the fans' perception affected the perception of changes of athletes' nationalities. Results indicated that first the fan showed a neutral attitude toward the immigrants. In the results of the regression analysis containing foreign athletes naturalized as Korean citizens as the dependent variable, independent variables (i.e., gender and acceptance) explained 39.1% and 38% of the dependent variable, respectively, within [naturalization positive]. Within [naturalization negative] female fan and exclusive perception of immigrants positively predicted the objection to changes of athletes' nationalities. Lastly, in the results of the regression analysis containing Korean athletes who naturalized as foreign citizens as the dependent variable, fans who were older and rated higher on exclusive perception of immigrants had more negative perception of the dependent variable. Female fans perceived changes of athletes nationalities as personal choice.