プロスポーツにおける観戦者のロイヤルティに関する研究 : Jリーグとプロ野球の場合の比較分析を通して

Abstract

Spectator sports in Japan have been diversifying so rapidly that the sports organizations need more extensive research into the Spectators loyalty to meat the needs and wants of the consumers. Tomomi Tsuchiya (2002) first proposed a conceptual model for the spectators loyalty called loyalty base, which was based on Kotler's product concept, the basis concept of loyalty, the characteristics of sports product and the characteristics of professional sports. The purpose of this study is to develop the loyalty base of spectators of Professional Baseball League games and J-league games. This descriptive study employed a specially designed questionnaire which contained demographics, sports character and attractiveness of the game. Adequate statistical procedures such as factor analysis, multiple regression analysis, breakdown, T-test and F-test were applied. The following results were obtained: 1. Adequate loyalty bases for spectators were identified. 2. Adequate loyalty was found in every type of spectators. This inspection of the appropriateness and efficacy of the loyalty will help improve service for spectator sports.