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The purpose of this study was to identify the social and psychological variable associated with sport consumption. A questionnaire consisted of 101 items measuring the social and psychological factors related to sport consumption and basic items asking the subject's demographic characteristics and amount of sport. The means of sport consumption investigated were viewing sport events in actual sport situations, viewing sports through T.V., listening to sport broadcasting through radio, and reading newspapers, magazines and books on sports. Factor analysis were conducted on the 101 items and 17 social and psychological factors were found. The social and psychological factors were then used as independent variables for multiple regression analysis in order to identify the variables associated with various means of sport consumption. The main results indicated the following conclusions : (1) The social and psychological variables related to the general sport consumption were learning of sport skills and stratagies entertainment, socialization, curiously, aesthetics, avoidance of reality, aggression, locality, cathersis, stress-seeking, dependance and identification. (2) Variables such as socialization, learning of sport skills and stratagies and entertainment were the common variables for all means of sport consumption besides the common variables. (3) Different social and psychological variables were identified for different means of sport consumption besides the common variables. (4) It was suggested that there would be an interaction effect between sex and means of sport consumption closely related to sport consumption