상업 스포츠 센터 소비자의 라이프 스타일 형태에 관한 연구

This study was designed to establish marketing strategy through the analysis of membership consumer`s and public consumer`s life style participating in commercial sport center. The concept of sport marketing may be the general process to pursue the method for the consumer`s satisfaction and the creation of demands in the sport events to supply smoothly the space and opportunity of consumer`s sport activities. In this study, questionnaire was used to investigate empirically various patterns of consumer`s behavior for the marketing strategy of commercial sport center. Teh 538 subjects were selected from sport center consumers, who were classified into two groups (Membership, Public) and asked to this questionnaire. The samples of sport complex centers was composed of fifteen centers in placed in Seoul. Statistical techniques for date analysis were Chi-Squaer and proc correlation, proc factor and Multi Dimensional Scaling(M.D.S) and Logistics analysis methods. On the basis of the results analyzed in this study, the conclusion could be drawn as follows. 1. Life style showed no significant difference between membership group and public group. 2. Life style in two groups commonly showed two patterns, the one was brand, fashion, nihility, weakness and the other was control, sport, confit, affirm. 3. In result of Logistics analysis, the discrmination variables of life sytle appeared in brand, nihility, weakness, control. 4. Of 10 items in life style, fashion, control and health were significantly different between two groups (p≤0.05-p≤0.001) 5. Life style according to demographics background variables showed significant difference between two groups.