잠재계층분석을 활용한 스포츠참여자의 시장세분화와 스포츠문화자본에 관한 연구

초록

In modern society, due to the significant upturn in the participation rate of sports activities, the proportion of sports activities is also increasing. Sports research has continued to study sports consumption and marketing. However, research on determining the characteristics of sports activities/participants in a society's culture has been insufficient. This study will derive the potential groups of sports participants and identify the sports fields selected by each group and the characteristics of each potential group. Furthermore, this study will check the possibility of the existence of sports capital. Firstly, through market segmentation of sports participation activities, we examine that participation groups are classified on the base of the characteristics of sports participants, and that the relationship between personal characteristics and sports capital are observed. Also, the study examines whether the omnivore theory, which has beenstudied mainly in the cultural and artistic environment, can also be applied in the field of sports. According to the analysis results, through the Latent Class Analysis (LCA), sports participants were classified into three groups: the 'univore' group, the 'paucivore' group, and the 'omnivore' group. Additionally, the study found that the omnivore group with high economic status and high educational background participates in various sports activities, just as they enjoy cultural arts. This study is meaningful by studying sports from the perspective of arts and cultural research, which can be beneficial to establish various variables for sports research through a new variable term called sports capital. These research results are expected to promote sports research and development as well as they will provide practical implications for sports-related marketing.

키워드