프로배구 관중이 인지하는 관계의 질에 따른 시장세분화

The purpose of this study was to conduct a market segmentation depending on the relationship quality of pro-volleyball fans. This study collected data from 417 fans who have experience of attending pro-volleyball games at least once a season and have at least one favorite pro-volleyball team. Among them, 68 questionnaires were excluded by data screening, therefore, a total of 349 questionnaires were used finally. Survey instruments were validated through exploratory factor analysis and reliability tests. Data were analyzed using SPSS 20.0 through descriptive statistics, K-mean cluster analysis, Chi-square analysis, and one-way ANOVA at the significance level of .05. Accordingly, following findings were derived from current study. First, cluster 1 showed the lowest mean score in all factors measuring relationship quality such as satisfaction, commitment, and trust. In this group, as students in 20s, they usually attended pro-volleyball games once a season with friends. Second, cluster 2 were in the middle of relationship quality scores for all factors. In this group, as salaried or self-employed workers in 40s, they usually attended pro-volleyball games 2-4 times a season with friends. Third, cluster 3 showed the highest mean score in all factors for relationship quality. In this group, as salaried workers in 30s, they attended pro-volleyball games 5 or more times a season with volleyball club members or family. Especially, the group showed the highest level of team identification and loyalty.