ABSTRACT

Purpose

The purposes of this study were to classify soccer fans of K-League in South Korea by using the Sport eFANgelism scale and to examine differences among the identified groups.

Design/methodology/approach

Data were collected from 286 K-league fans using a convenience sampling technique. A cluster analysis was conducted to identify different segments, and ANOVA and post-hoc Tukey test were further employed to compare the differences between segments.

Findings

A cluster analysis identified three groups of K-League fans according to the levels of their evangelistic behaviors: (1) eFANgelists, (2) stationary fans, and (3) mild supporters. The results of ANOVA and post-hoc Tukey test indicated that each group showed significant differences in four types of evangelistic behaviors (i.e. advertise, advocate, assimilate, and antagonize). Generally, eFANgelists had the strongest evangelistic behaviors, whereas stationary fans had the lowest levels of eFANgelistic behaviors. In addition, mild supporters expressed more hostile behaviors towards opponent fans.

Practical implications

The findings of this study help marketers of the league and teams develop tailored marketing strategies to each segmented group.

Research contribution

This study first applied the concept of eFANgelism to explore the unique characteristics of different sport fans, contributing to a better understanding of sport consumer behavior.

中文翻译：

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通过 eFANgelism 细分体育迷：韩国足球迷的聚类分析

摘要

目的

本研究的目的是通过使用 Sport eFANgelism 量表对韩国 K 联赛的球迷进行分类，并检查确定的群体之间的差异。

设计/方法/途径

使用便利抽样技术从 286 名 K 联赛球迷收集数据。进行聚类分析以识别不同的细分，并进一步采用方差分析和事后 Tukey 检验来比较细分之间的差异。

发现

聚类分析根据他们的传教行为水平确定了三组 K 联赛球迷：(1) eFANgelists，(2)静止的球迷，和 (3)温和的支持者。ANOVA和post-hoc Tukey检验的结果表明，各组在四种布道行为（即宣扬、倡导、同化和对抗）上表现出显着差异。一般来说，eFANgelists具有最强的传福音行为，而静止的粉丝具有最低水平的 eFANgelistic 行为。此外，温和的支持者对对手球迷表现出更多的敌意。

实际影响

这项研究的结果有助于联盟和球队的营销人员为每个细分群体制定量身定制的营销策略。

研究贡献

本研究首先应用 eFANgelism 的概念来探索不同运动爱好者的独特特征，有助于更好地了解运动消费者行为。