The Effects of Fans’ Motives on Televised Sports Viewing in South Korea
Young Nam Chung

Abstract
The primary purpose of this study was to examine how different motives affect the frequency and length of time with which people in South Korea watch televised sports. The goal was to provide baseline data and fundamental information that will be useful in the creation of marketing strategies that offer what fans want from sports events, in order to increase satisfaction, promote consumption, and encourage fans to continue watching specific televised sports. Data was collected from a randomly selected convenience sample in Seoul and Gyeonggi Provinces from June to July 2011. An exploratory factor analysis, Pearson’s correlation coefficient, Cronbach’s alpha, and multiple regression analysis were executed using Windows SPSS/PC 19.0. The results show that the frequency and amount of time with which people in South Korea watch televised sports was affected by five factors—attachment, entertainment, information, aesthetics, and vicarious achievement—of which entertainment had the most significant effect.

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