Reexamination on the recommended price of National Fitness Award using contingent valuation method Jae-yoon Lee, Hyungil Kwon*, & Ju-hae Baeck Chung-A

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1 Reexamination on the recommended price of National Fitness Award using contingent valuation method Jae-yoon Lee, Hyungil Kwon*, & Ju-hae Baeck Chung-Ang University [Purpose] [Methods] [Results] [Conclusions] Key words:

3 Table 1. Socio-demographic descriptive statistics Gender Membership Age Income (million won) PA starting period PA in a week N Rate (%) Male Female Member Non-member s s s s s over 70s less than over s s s s s s over 70s once times times times times times times none

6 Table 2. Descriptive statistics N(%) members non-members Gender Male 45 (18.6) 127 (51.4) Female 197 (81.4) 120 (48.6) 20s 0 (0.0) 60 (24.3) 30s 6 (2.5) 50 (20.2) Age 40s 15 (6.2) 30 (12.1) 50s 43 (17.8) 58 (23.5) 60s 113 (46.7) 29 (11.7) over 70s 65 (26.9) 20 (8.1) Marital Married 22 (9.1) 106 (42.9) status Single 220 (90.9) 141 (57.1) -1m 30 (12.4) 15 (6.1) 1m-2m 50 (20.7) 36 (14.6) 2m-3m 53 (21.9) 33 (13.4) Income 3m-4m 31 (12.8) 40 (16.2) (won) 4m-5m 28 (11.6) 30 (12.1) 5m-6m 21 (8.7) 27 (10.9) 6m-7m 8 (3.3) 25 (10.1) 7m- 21 (8.7) 41 (16.6) PA starting period PA in a week Necessity 10s 2 (0.8) 60 (24.3) 20s 6 (2.5) 81 (32.8) 30s 23 (9.5) 44 (17.8) 40s 50 (20.7) 34 (13.8) 50s 52 (21.5) 16 (6.5) 60s 86 (35.5) 10 (4.0) 70s- 23 (9.5) 2 (0.8) None 0 (0.0) 63 (25.5) once 0 (0.0) 45 (18.2) 2 times 48 (19.8) 47 (19.0) 3 times 128 (52.9) 39 (15.8) 4 times 23 (9.5) 14 (5.7) 5 times 31 (12.8) 29 (11.7) 6 times 7 (2.9) 7 (2.8) 7 times 5 (2.1) 3 (1.2) No 1 (0.4) 25 (10.1) Yes 241 (99.6) 222 (89.9)

7 Table 3. Response rate of from DBDC Bid amount (won) Observed value N-N N-Y Y-N Y-Y 5,000 3(5%) 5(7%) 18(19%) 50(34%) 10,000 10(18%) 7(10%) 17(18%) 36(25%) 2,0000 9(16%) 11(16%) 19(20%) 37(25%) 30,000 19(35%) 17(25%) 18(19%) 14(10%) 40,000 14(25%) 28(41%) 24(25%) 9(6%) Total Table 4. Model analysis result of overall sample(sbdc) SBDC Model I Model II Model III Model IV β z β z β z β z Gender Age Marital status Income PA starting period PA in a week Bid amount obs LLF Pseudo R

8 Table 5. Model analysis result of overall sample(dbdc) DBDC Model V Model VI β z β z Gender Age Marital status Income PA starting period PA in a week Bid amount obs LLF Pseudo R Table 6. Estimated from overall sample Type Mean Truncated Median Average Excl. protest bidders I 34,909 27,573 33,441 31,974 23,885 II 32,742 27,522 33,372 31,212 23,315 III 118,172 27,171 33,248 59,530 44,469 IV 84,150 27,101 33,171 48,141 35,961 V 42,018 28,866 24,004 31,629 23,627 VI 36,585 28,589 23,371 29,515 22,048 Average 38,667 28,884

9 Table 7. Model analysis result of NFA members (SBDC) SBDC Model I Model II Model III Model IV β z β z β z β z Gender Age Marital status Attendance Income PA starting period PA in a week Satisfaction Bid amount obs LLF Pseudo R Table 8. Model analysis result of NFA members (DBDC) Model V DBDC Model VI β z β z Gender Age Marital status Attendance Income PA starting period PA in a week Satisfaction Bid amount obs LLF Pseudo R2 Table 9. Estimated from NFA members Type Mean Truncated Median Average Excl. protest bidders I 30,877 25,829 29,455 28,720 24,699 II 30,880 25,964 29,861 28,902 24,855 III 89,484 25,447 27,497 47,476 40,829 IV 67,871 25,549 28,011 40,477 34,810 V 34,498 27,321 22,704 28,174 24,230 IV 31,867 27,239 22,281 27,129 23,331 Average 33,480 28,793 Table 10. Model analysis result of NFA non-members (SBDC) SBDC Model I Model II Model III Model IV β z β z β z β z Gender Age Marital status Income PA starting period PA in a week Bid amount obs x 2 (7) LLF Pseudo R

10 Table 11. Model analysis result of NFA non-members (DBDC) Model V DBDC Model VI β z β z Gender Age Marital status Income PA starting period PA in a week * * Bid amount obs x 2 (6) LLF Pseudo R2 Table 12. Estimated from NFA non-members Type Mean Truncated Median Average Excl. protest bidders I 39,451 29,984 38,387 35,941 22,858 II 38,698 29,830 38,040 35,523 22,592 III 11,106 29,545 40,401 27,017 17,183 IV 87,967 29,334 40,298 52,533 33,411 V 51,247 30,152 25,356 35,585 22,632 VI 42,254 29,839 24,660 32,251 20,512 Average 36,475 23,198 β

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<303120C2F7C0E7C7F5C2F7BFEBBCAEC0E5B0E6B7CE2E687770> 한국스포츠산업경영학회지, 2015, 제20권 3호, pp. 1-12 Korean Journal of Sport Management. 2015, Vol. 20, No. 3, pp. 1-12 조건부가치평가법을 이용한 한국 프로야구 비디오 판독의 가치 추정 차재혁 차용석 장경로 * (성균관대학교) 본 연구에서는 한국 프로야구 비디오 판독에 대해 프로야구 관중이 지각하는