Ｊリーグシーズンチケット購買率の距離減衰率と競合クラブの関係性

抄録

    It is important to clarify the impact of competition among J-League clubs on the distance decay parameters of season ticket purchase rate for J-clubs marketing.
    The purpose of this study was to examine the relationship between the distance decay parameters of J-league season ticket purchase rate and the other competing clubs when two clubs are located close together, using the distance decay model.
    All of the respondents were J-League season ticket holders of four clubs: theYokohama F·Marinos, Shonan Bellmare, Gamba Osaka and Cerezo Osaka. Postal code were collected in 2008 January. Season ticket purchase rate and the distance between each stadium and center of cities were calculated using geographic information system. Through the distance decay model, we estimated the distance decay parameters.
    The results of the present study suggested that the season ticket purchase rates of the higher performance clubs are widely distributed (distance decay slope is gentle) , while the season ticket purchase rates of the lower performance clubs are precipitously distributed (distance decay slope is steep) . In conclusion, it is possible that the distance decay parameters of J-League season ticket purchase rates are affected by the existence of other competing when two clubs are located close together.