프로야구 관람객의 경기장내 맥주 소비 지불의사: 이산형 선택실험법 접근

Abstract

Purpose: Despite the conventional belief that spectators view beer as a symbol of celebration, there is limited research effort for a better understanding of how spectators put greater importance on different beer attributes while purchasing beer at stadiums. Method: Using a sample of KBO (Korea Baseball Organization) League spectators, this study aims to improve our knowledge of how spectators show their willingness to pay for beer consumption. With a discrete choice experiment, this study also intends to better recognize how gender affects spectators’ tastes for in-stadium beer services. Results: Results suggested that KBO League spectators showed their stronger preferences for more number of beer cups per purchase and shorter waiting times for ordering and purchasing at concession stores. An interesting finding was derived from the model estimation processes that our respondents showed their aversion to beer with high alcohol content. Results of marginal willingness-to-pay value calculations also indicated that female spectators revealed their stronger preferences for diverse attributes associated with beer quality, including number of beer brands and beer tastes. Conclusion: Based on the study results, different management strategies are discussed to maximize spectators’ levels of attendance satisfaction and prevent their alcohol-fueled problematic behavior.