축구 스포츠토토 의사결정에서 경기 참고요인의 중요도와 우선순위 분석

초록

This study examined the importance and priority of match reference factors in football Sports Toto decision-making and differences across participant groups. Questionnaire data were collected from 400 adult purchasers. Ten factors were examined, including market value/reputation, season ranking, recent form, home-away conditions, key-player injuries/absences, fixture congestion/rest differences, head-to-head results, and opening Asian handicap and European odds. Respondents rated each factor's importance and selected first- to third-order priorities. Frequency analysis, descriptive statistics, Friedman test, priority analysis, and subgroup comparisons were conducted. Injuries/absences showed the highest importance, followed by recent form, fixture congestion/rest differences, and opening Asian handicap and European odds. Priority analysis identified recent form, injuries/absences, and fixture congestion as the core decision factors. Experienced participants emphasized recent form and schedule/odds information, whereas novices relied more on market value and reputation.

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