서포터즈 활동과 SNS마케팅 활용이 경기관람태도에 미치는 영향: 대학스포츠리그 중심으로

초록

The purpose of this study is to analyze the influence of SNS marketing activities within the college sports league supporters on the spectators’attitudes towards watching the games, to seek ways to vitalize college sports leagues, and to provide information on the importance of SNS marketing activities within the supporters’ activities. For this study, questionnaire surveys were performed to the supporters’members in 5 basketball teams and 6 volleyball teams participating in the college sports league. A total of 457 questionnaires were used for the final analysis. The collected data was analyzed using PASW Statistics 18. On the analysis, higher supporter’s activities had a significant effect on the satisfaction of information provided through the SNS marketing, immediacy of the information provided, and satisfaction of event publicity. Also, higher supporters’ activities had a partially significant effect on the attitude towards the match, and SNS marketing activities had a partially significant effect on the attitude towards the match.

키워드