Jリーグ観戦者のライセンスグッズ消費実態--FC東京の事例 [in Japanese] Consumption of J. league team licensed goods: a case study of FC Tokyo spectators [in Japanese]
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The purpose of this article is to understand consumption processes of J. League Team Licensed Goods. Especially we focused on the temporal change about consumption patterns of Team Licensed Goods according with cumulative spectatorship. Generally speaking, people believe the orthodoxy that there is a plus correlativity between spectatorship and consumption of Team Licensed Goods. In this article, we test two hypotheses using a questionnaire method toward FC Tokyo spectators. The hypotheses are as follows: 1) There is a plus correlativity between experience of spectatorship and experience of buying Team Licensed Goods. 2) There is a plus correlativity between experience of spectatorship and experience of using Team Licensed Goods in the stadium. As a result, the hypothesis 2) is supported. However, the hypothesis 1) is not supported.
- Bulletin of Sendai College
Bulletin of Sendai College 38(1), 72-80, 2006-10