- 期刊
- OpenAccess
A Conceptual Framework for Understanding the Motives of Sport Spectators in China
並列摘要
The purpose of the study was to develop a conceptual framework to understand the motives of sport spectators in China. Whereas conventional research on sport spectators' motives has primarily focused on spectators in the United States or in some European countries, there has been scant research on Chinese sport spectators. This study, based on a literature review of sport spectators' motives, attempted to develop a unique model for evaluating motives of sport spectators in China. Meanwhile, in light of the consumer behavior model, attempted to identify motives, as well as influential factors and effects of sport spectators' motives, and thus present some useful advice for sports managers and marketers. Finally, this paper also provided suggestions for future research that emphasizes the generalization and globalization of research on sport spectators' motives, such as using a standardized or basic scale for evaluating the motives of sport spectators and taking cultural differences into account.
延伸閱讀
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