Developing a model of product innovation at sporting events

2013 Fiscal Year Final Research Report

• Project/Area Number: 23700753
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Sports science
• Research Institution: Biwako Seikei Sport College
• Principal Investigator: YOSHIDA Masayuki びわこ成蹊スポーツ大学, スポーツ学部, 准教授 (60557445)
• Project Period (FY): 2011 – 2013
• Keywords: イノベーション / スポーツ / スポーツ観戦 / スポーツ参加 / サービスイノベーション / スポーツマーケティング

Research Abstract

This study is a three-year project. The researcher conceptualized the idea of innovative sport consumption experience as a multidimensional construct and examined the construct validity of the proposed conceptualization in the contexts of spectator sport (spectators at a game of the Chiba Lotte Marines in the first year the study was conducted) and participant sport (participants of Adidas Runbase in the second year studied). The researcher confirmed the effectiveness of customer acquisition through innovation in the sport context. The researcher presented the results of this study at the 21st conference of European Association for Sport Management, Istanbul, Turkey. Furthermore, the researcher wrote a manuscript of the current study in the third year (2013) and submitted it to an international scholarly journal in the sport management field. Currently, the manuscript is under review.

Research Products

• [Presentation] Enhancing consumer behavioral intentions through innovative sport experiences : Empirical evidence from a running station context (2013)
  • Author(s): Yoshida, M., & Katakami, C.
  • Organizer: Presented at the 21st conference of European Association for Sport Management
  • Place of Presentation: Istanbul, Turkey
  • Year and Date: 20130900
• [Remarks]
  • URL: http://easm.net/download/2013/ENHANCING%20CONSUMER%20BEHAVIORAL%20INTENTIONS%20THROUGH%20INNOVATIVE%20SPORT%20EXPERIENCES.pdf