2010 Fiscal Year Final Research Report
Comparative Analysis of Spectator Motives and Marketing Segmentation Between South Korea and Japan
| Project/Area Number |
20700506
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Sports science
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| Research Institution | Shizuoka Sangyo University |
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Principal Investigator |
WON Jung-uk Shizuoka Sangyo University, 経営学部, 准教授 (50460514)
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| Project Period (FY) |
2008 – 2010
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| Keywords | 観戦動機 / 市場細分化 / Kリーグ / Jリーグ / スポーツ観戦 |
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| 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.
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Research Products
(9 results)
