자본주의적 태도, TV채널 선호도, 메가 스포츠이벤트 독점중계에 대한 인식 간의 관계연구

초록

The purpose of this study was to provide the base data to find solution of dispute about monopolistic broadcasting of mega sport events after analysis of relationship among capitalistic attitude, TV channel preference, awareness about monopolistic broadcasting of mega sport events. By random setting 500 soccer fans who have visited Sang-am and Suwon Worldcup stadiums in October 2010 to watch K-League matches, we used 456 effective final samples for our study. As it turned out, more males than females and people who are highly-educated than those who have little regular schooling are against exclusive broadcasting, and people who are more capitalistic prefer SBS in contrast to others who are less capitalistic. The result also shows that different perspectives on exclusive broadcasting exist between the two groups, one that prefer MBC and the other SBS, and the group that prefers SBS has higher economic awareness. In conclusion, there are a close relationships between capitalistic attitude, broadcasting station preference, and general perception of exclusive broadcasting by Mega Sports Events.

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