- 期刊
- OpenAccess
Consumer Involvement in Sport Activities Impacts Their Motivation for Spectating
並列摘要
In order to attract a sufficient number of spectators to stadiums and arenas, it is crucial for sport managers to clearly identify and understand the factors that trigger consumers' need to watch sporting events. A great deal of research has gone into the investigation of explanatory variables of spectators' motives since such findings are useful in segmentation marketing. To further deepen our understanding regarding this matter, this study also examined other variables associated with spectators' motives. A unique classification criterion in the sports spectator market might be the extent of spectators' actual experience in playing sports. Thus, this study examined spectators' motives across different levels of involvement in sports activities. The author employed nine spectator motives: achievement, aesthetics, drama, escape, knowledge, physical skill, social interaction, team affiliation, and family. The survey was conducted on the spectators of a game of professional basketball in Japan. The questionnaires with 18 items assessing spectator motives were distributed and collected at the arena. The number of effective respondents was 481. According to their involvement in playing basketball, 46.5% of subjects have experience in playing basketball regularly, 16.8% of subjects have played basketball occasionally, and remaining 36.6% of subjects have no experience in playing basketball. Results of the data analysis indicated that there were significant differences across the three groups on ＂knowledge,＂ ＂skills,＂ and ＂family.＂ Those who have played basketball regularly were high in ＂knowledge,＂ whereas those of no experience in playing basketball were high in ＂family.＂ Furthermore, there were differences on ＂knowledge,＂ ＂skills,＂ and ＂family＂ between spectators belonging to basketball teams and those who do not belong to any teams.