CHAID 의사결정 모델을 활용한 국내 프로야구 구단의 마케팅전략 수립에 관한 정책 방안 연구

초록

The main purpose of this current study was to step beyond conventional descriptive analyses by applying a relatively new method of analysis with a more exploratory character, namely data mining. This study was to analyze critical determinants of fan segmentation in a professional baseball franchise in Korea. Also it was to build on previous research on the application of data mining to the fans of the professional baseball franchise in Korea and contributes to the foundational research toward fan segmentation strategies. A total of 25 survey crews were recruited on the voluntary basis from a university in Korea and educated about their roles and responsibilities at the orientation session before they were sent to the baseball stadium. A total of 10 home games of A professional baseball franchise were randomly selected for this study and four to five survey crews were dispatched to each game. 1869 participants (56.8% female and 43.2% male, mean age = 26.59 years, SD = 9.09 years) during a professional baseball game in Korea responded to the questionnaires. Two decision tree models were successfully created with fandom and gender being the dependant variable, respectively. The first model had a total of three layers with eight nodes and the second one consist of four layers with 10 nodes.

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