데이터마이닝을 활용한 K리그 중계 시청 결정요인 분석

The purpose of this study is to explore watch determinants of K-league broadcasts focused on A portal site broadcasts. The conclusion is the following. First, the ‘Super match’, ‘East coast derby’, and ‘South derby’ were included in top 5 matches of average watch frequency. This result compared with previous studies, the matches including story and content appear a number of broadcasts viewer as well as spectators in the stadium. Second, the first factor in determining the K-League broadcasts watch is showed home team. Node 1 of the Jeonbuk, Suwon, Ulsan, Seoul, Pohang and node 2 of Incheon, Busan, Jeonnam, Seongnam, Daejeon, Jeju, Gwangju, Gyeongnam, Sangju were separated. Node 1 has shown a relatively high viewing frequency compared to node 2. This result compared with the various statistical data, the fans’ interest and annual operating expenses of football club are closely related. Lastly, a lot of shooting, total score, and the final score difference appeared watch determinants. Therefore, the aggressive game operation of each team can be interpreted as increasing the viewing frequency. According to the results of this study and previous studies, and Recently federation of Policy, K-league teams have to provide the attacking game for the fans in order to attract a number of spectators and broadcasts viewers.