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The purpose of this study is to identify sports consumer`s behavior. In order to perform this study effectively, market segmentation through analyzing sports consumer`s life style was followed by identifying participation characteristics and preferable kind of sports. Subjects of this study is 476 who have membership of commercial sports center in C area. The statistical methods used in this study was factor analysis, cluster analysis and χ^2 analysis and following results were acquired. First, life styles of sports consumer included four factors which were popular·fashion pursuit, objective pursuit, health pursuit and health ostentation. Second, based on these factors sports consumers grouped into four categories which were popular fashion pursuit group, objective pursuit group, health pursuit group and health ostentation group. Third, some correspondent relationships between segmentation market of life style and preferable kind of sports were significant. The consumers who had popular·fashion pursuit life style preferred horse back riding, squash and racket ball, and who had health ostentation life style preferred weight lifting, aerobic dance, tennis and water sports and who had objective life style preferred golf and who had health pursuit prefered bowling, jogging and throwing like sports. Swimming and tennis showed relation to objective pursuit, health pursuit and health ostentation. Fourth, There were significant differences of characteristic variables for sports consumers between sex, job and degrees of health.
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