Analysis of Sociomotivations Affecting Spectator Attendance at Womens Pro Basketball Games in KoreaNancy L. LoughAe-Rang KimSMQ (2004) Vol.12, No.1, pp.35-42.

Nancy L. LoughEd. D. University of Northern Colorado, 1995

Dissertation An investigation of the factors effecting corporate sponsorship of women's sports

marketing of womens sport leadership development

Ae-Rang KimPh. D. the University of New Mexico, 2003

Dissertation Development and validation of instruments for assessing sport spectator involvement and factors affecting sport spectator involvement (Korea)

Abstract503(48)Pease & Zhangs Spectator Motivation Scale

IntroGlobal trend (International, not only USA)Korean Pro Sport IndustryLimited

70%(Chae & Lee, 2000)

(Kim, 1999Lee, 1999)

IntroAbout Motivation (Wlodlowski, 1986)Arouse and instigate behaviorGive direct or product to behaviorContinue to allow behavior to persistLead to choosing or preferring a particular behavior(but, )Motivation required for action. (Barrell & Waters, 1980)

Intro contWKBLWomens Korea Basketball LeagueLaunched in 199897(99:90001:1800)

Intro contWKBL()()

NBA(2001)Hockey Minor League(2001)

WKBL

Method-Data Collection 2001.07.27~08.118503(503/693, 72.6%) (55 10) Seoul In-Cheon Kwang-Ju Seong-Nam

Method-Statistical MethodCronbachs Alpha

MANOVA (SMS) ()

Method-InstrumentSpectator Motivation Scale (SMS) Pease & Zhang(2001). NBA, HockeyFan Identification(14)(11)Team Image(10)(8)Salubrious Attraction(6)Entertainment Value(5)

()WKBL

Result28.8

Result

Result

Result-DiscussionNBAHokey()Entertainment Value

Result-Discussion (Hardy, Mullin, and Sutton, 2000) ()Entertainment Value

Result-DiscussionWKBL () VS () (T-shirt, T-shirt, T-shirt )() VS Entertainment Value

Result-Discussion 2001WKBLGood for MarketingWNBAteam-city-fanWNBA

Region

Result-Discussion( )Gender

Result-Discussion50 > > WKBL202020%(990)62.777.4(8090)WKBLAgeOccupation

Result-Discussion50WKBL (Lascu,Giese, Toolan, Guehring, & Mercer, 1995)WKBL()AgeOccupation

Conclusionbenefit=cost benefitWKBL

Conclusion(50)

WKBL

WKBL VS WNBA

The Endpaper

paperYa-i