Search

The purpose of this study was to empirically investigate the interrelationships between push and pull factors associated with the consumption of women’s professional basketball games. Multiple factors pertaining to sport consumers’ internal needs, identified as “push” factors, contain various intangible socio-psychological motivations representing an individual’s intrinsic desires that drive consumers toward certain goal-driven behaviors. On the other hand, “pull” factors, related to the supply side, refer to the different aspects of sport products the management of sport teams provides. It is imperative to obtain a better understanding of the push–pull interaction so that sport marketers can design their products to satisfy spectators’ expectations with different needs. Spectators (N = 628) attending WNBA games responded to an on-site survey. CFA was conducted to ensure the psychometric properties of the scales, which showed that the overall model fit the data well. A canonical correlation analysis was performed, and two significant functions were revealed by the dimension reduction analysis. The first function [F(40,2,683) = 4.49, p < 0.001]: I-Want-Everything-Consumer suggests that the market segment comprises individuals with multiple needs (ranged from 0.55 to 0.85) and expectations (ranged from 0.55 to 0.89), both of which need to be met simultaneously. Thus, sports marketers can satisfy WNBA consumers’ needs by enhancing the quality of tangible pull factors. The second function [F(28,2,222) = 2.38, p < 0.001]: Achievement-Seekers revealed that the consumers motivated by vicarious achievement (–0.59) expect game promotion (–0.55) rather than the quality of the opposing team (0.42), indicating that sport marketers should provide tailored promotional strategies to satisfy this segment of consumers. Specifically, the findings of this study can be used to segment consumers based upon fan motives (i.e., push factors) and position products accordingly by managing the controllable aspects of sport products (i.e., pull factors). This study provides empirical evidence of the relationship between WNBA consumers’ multiple needs and attributes associated with the WNBA core product.

Data from a series of the Racial and Gender Report Cards conducted by the University of Central Florida indicate that Asian Americans have long been underrepresented in various levels of sports in the United States at both the amateur and professional levels. A review of literature suggests that most published work related to diversity in sport has predominantly focused on females and African Americans and calls for more studies of Asian Americans. For this reason, this study aims to raise academic awareness of Asian Americans’ underrepresentation in U.S. sports. A conceptual model based on self-efficacy developed to stimulate future research about Asian Americans in U.S. sports is presented.

The academic and practical sides of the sport industry have exhibited different preferences for measurement tools. Practitioners tend to adopt concise instruments that are economical to administer. However, many practice-oriented studies are often viewed by academics as deficient in scientific rigor. These different preferences for scale development and usage have created the so-called “academic-practitioner divide.” Following the earlier initiative to bridge this division, this present study developed the General Parsimonious Scale (GPS) to assess four components of sport events that can affect consumers' game attendance decision. An extensive literature review made it possible to select a small set of indicators measuring four dimensions of sport events without suffering theoretical rigor. The GPS indicates appropriate psychometric properties and exhibits appropriate explanatory ability, providing both academics and practitioners with a reliable and concise instrument that can be applied to measure different components of sport events.

Building upon the American Customer Satisfaction Index model, the current study initially explored the influence of educational quality of Sport Management programs (including curriculum quality and educational service quality) on student educational evaluation. The results of confirmatory factor analysis show that four major dimensions of curriculum quality in Sport Management education, and five dimensions of educational service quality. The results of structural relationship model indicated that the influence of curriculum quality and educational service quality first leads to a change in students’ perceived quality; this change in perceived quality further directly impact loyalty and indirectly impact loyalty via satisfaction.

Research question: Social Exchange Theory (SET) has been extensively used to study residents’ support, and posits that the likelihood of residents developing a positive attitude toward events is based on their evaluation of the outcomes. Extant literature has overlooked a crucial aspect of the social exchange process – the weights that are assigned by residents to the various benefits and costs in the exchange and evaluation procedure. This study examines the relationship between residents’ perceptions of hosting major events in China, a country that endorses collectivism.Research method: Research participants (N = 1285) were residents of metropolitan Shanghai who knew about the Shanghai Formula One Chinese Grand Prix. The research instrument captured the study's main constructs: (a) perceived benefits of major events, (b) perceived costs of major events, (c) attitude toward major events, and (d) intention to support major events.Results and findings: The results provide support for using SET to e...

Our aim in this study was to examine the structural relationships among service quality, perceived value, customer satisfaction, and behavioral intention. Participants, who were all aged 60 years or older and who were members of a sport and fitness center, completed surveys to assess these relationships. Scanning electron microscopy results showed that provision of high-quality services for older adult consumers in a sport and fitness center elevated perceived value, enhanced customer satisfaction, reduced complaint behavior, and ultimately increased the likelihood of renewed membership and continued use of the center facilities.

Spectator motives have been conventionally used to explain sport spectator behavior, such as word-of-mouth recommendations and revisit intention. A review of the literature suggests that the predictability of spectator motives is both inconsistent and context dependent. We proposed that these factors can be reconciled by directly examining the role of spectator well-being in the relationship between spectator motives and repatronage behavior. Our findings revealed that spectator well-being significantly mediates the effects of 5 motives, that is, achievement, aesthetics, knowledge, family, and escape, on sport spectator revisit intention and word-of-mouth recommendations. Future research directions are also discussed.

The purpose of this study was to identify and examine consumer perception of corporate social responsibility (CSR) in China's sports lottery industry, and the effect of perceived CSR initiatives on sports lottery consumption behavior. Research participants (N = 4,980), selected based on a computer-generated, randomly stratified multistage sampling process, comprised Chinese residents who had purchased sports lottery tickets in the past 12 months. They completed a questionnaire that was derived from a qualitative research process. A factor analysis extracted two factors associated with perceptions of CSR in China's sports lottery administration: Regulatory and Prevention Responsibilities and Product Development Responsibility. Logistic regression analyses revealed that these two factors were influential of consumer behavior (i.e., relative and absolute expenditure, purchasing frequency, and time commitment). This study represents an initial effort to understand the dimensions of perceived CSR associated with Chinese sports lottery. The findings signify the importance of enforcing CSR in sports lottery administration.

본 연구는 스포츠센터의 서비스실패를 경험한 고객을 대상으로 그들이 느끼는 공정성 지각의 절차공정성, 상호작용공정성, 분배공정성이 서비스회복의 결과로 나타나 고객만족과 신뢰, 그리고 충성도에 어떠한 영향을 미치는지를 확인함으로써, 스포츠센터의 경쟁력강화를 위한 효과적인 스포츠센터관리 전략 수립과 함께 효율적 운영을 위한 관리시스템을 제공하는데 연구의 목적을 두었다. 이에, 서울시 소재의 수영시설을 포함한 종합형 스포츠센터의 이용객 193명의 자료를 가지고 SPSS 22.0과 AMOS 22.0 프로그램을 이용하여 빈도분석, 기술통계 분석과 신뢰도 분석, 상관관계분석, 확인적 요인분석, 단순회귀 분석, 그리고 다중회귀 분석을 실시하여, 도출된 연구결과는 다음과 같다. 첫째, 스포츠센터의 서비스실패 후 회복과정에서 고객이 경험한 공정성 지각의 상호작용공정성과 분배공정성은 고객만족에 유의한 영향을 미치는 것으로 나타났다. 둘째, 스포츠센터의 서비스실패 후 회복과정에서의 고객만족은 신뢰도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 스포츠센터의 서비스실패 후 회복과정에서의 고객의 신뢰도는 충성도에 유의한 영향을 미치는 것으로 나타났다.

This study purported to deepen the understanding of sport consumers' decision-making regarding Asian female sports based on the concepts of market demand and game support programmes. The effects of three aspects of sport events - including game attractiveness, event promotion, and event operation - on consumers' value perception of Asian female sports, revisiting intention, word-of-mouth, and overall consumption frequency were empirically tested. Participants were 677 spectators attending six Asian female professional basketball events. A two-step approach (CFA and SEM) was conducted for data analyses. The CFA revealed that the overall measurement model fit the data reasonably well. In addition, the SEM indicated that the specified structural model exhibited an appropriate model fit, and two latent constructs (game attractiveness and event operation) positively affected participants' perceived value of female sports, which in turn improved their revisiting intention and word-of-mouth. Finally, word-of-mouth was found to increase the overall game consumption level.