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2010 Fiscal Year Final Research Report

Comparative Analysis of Spectator Motives and Marketing Segmentation Between South Korea and Japan

Research Project

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Project/Area Number 20700506
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeSingle-year Grants
Research Field Sports science
Research InstitutionShizuoka Sangyo University

Principal Investigator

WON Jung-uk  Shizuoka Sangyo University, 経営学部, 准教授 (50460514)

Project Period (FY) 2008 – 2010
Keywords観戦動機 / 市場細分化 / Kリーグ / Jリーグ / スポーツ観戦
Research Abstract

This study aimed to refine and further develop existing motivation scales (i.e., MSSC by Trail and James, 2001 ; SII by Funk, Mahony, Nakazawa, & Hirakawa, 2001) in a cross-national context, and to examine differences of descriptive variables (e.g., demographics, attendance frequency) and spectator motives between South Korean and Japanese professional soccer spectators. We confirmed that the refined motivation scales we developed were valid, and that they reliably measured Korean and Japanese soccer spectators' motives. We also found that there were several differences in demographics, attendance frequency, team identification, and spectator motives.

  • Research Products

    (9 results)

All 2010 2009 2008 Other

All Journal Article (4 results) Presentation (1 results) Book (3 results) Remarks (1 results)

  • [Journal Article] Comparative Analysis of the spectator Motives between J-League and K-League2010

    • Author(s)
      Jung-uk Won
    • Journal Title

      The 6^<th> ASIA Seoul International Sport Industry Forum 2010記念論文集 Vol.6

      Pages: 40-48

  • [Journal Article] Comparative Analysis of Spectator Motive between J-League and K-League2009

    • Author(s)
      Jung-uk Won
    • Journal Title

      アジアスポーツ産業協会フォーラム論文集 Vol.4

      Pages: 40-48

  • [Journal Article] Characteristics of Japanese and Korean Sports Markets2009

    • Author(s)
      Jung-uk Won
    • Journal Title

      韓国漢陽大学校創立70周年記念論文集 Vol.1

      Pages: 21-30

  • [Journal Article] 韓国プロサッカー観戦者の消費行動特徴に関する研究-Kリーグ観戦者の人口統計学的特徴、観戦動機、観戦ニーズを中心に2008

    • Author(s)
      元晶〓
    • Journal Title

      環境と経営 第14巻

  • [Presentation] Characteristic of Japanese and Korean Sports Markets2010

    • Author(s)
      Jung-uk Won
    • Organizer
      韓国スポーツ産業国際フォーラム
    • Place of Presentation
      漢陽大学校(韓国ソウル市所在)
    • Year and Date
      2010-09-28
  • [Book] スポーツ経営の理論と実践(韓国語)図書出版ソウル企画2010

    • Author(s)
      元晶〓, 他
    • Total Pages
      400
  • [Book] 体育経営管理の理論と実践第2版(韓国語)図書出版ソウル企画2009

    • Author(s)
      元晶〓, 他
    • Total Pages
      250
  • [Book] 体育経営管理の理論と実践第1版(韓国語)図書出版ソウル企画2008

    • Author(s)
      元晶〓, 他
    • Total Pages
      423
  • [Remarks] ホームページ等

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Published: 2012-02-13   Modified: 2016-04-21  

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