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Article
Publication date: 5 August 2019

Minkil Kim and James Zhang

This study was conducted to ensure that the selected antecedent concepts, including market demand and psychological factors, were fully focused and studied in detail and depth…

468

Abstract

Purpose

This study was conducted to ensure that the selected antecedent concepts, including market demand and psychological factors, were fully focused and studied in detail and depth. The purpose of this paper is to develop and test a theoretical framework that specifies direct and indirect relationships among market demand, perceived benefits, perceived constraint, perceived value, consumer satisfaction and member commitment in martial arts programs.

Design/methodology/approach

Research participants (n=595) were martial arts school participants, who resided in the USA. A confirmatory factor analysis was conducted to evaluate the measurement model and the proposed model was tested by conducting structural equation modeling analyses.

Findings

Findings of this study indicated that perceived benefits and perceived constraints partially mediated the relationship between the market demand factors and perceived value, which in turn influenced member satisfaction and commitment. Economic Condition Consideration was found to be the most critical predictor of market demand.

Originality/value

Generating what-to-do and how-to-do implications that were specific to martial arts school and marketing practices were the priority of the investigators of this study. Administrators of martial arts programs may consider adopting the resultant theoretical framework as a general guide in their marketing efforts to recruit and retain program participants.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 22 November 2024

Kwangho Park, Gi-Yong Koo, Minkil Kim and Sanghoon Kim

The purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among…

69

Abstract

Purpose

The purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among the four adopter categories (i.e. continuers, discontinuers, potentials and resistors) and (3) determine whether these factors are useful for discriminating among the adopter categories, based on the “diffusion of innovation” and “uses and gratification” theories.

Design/methodology/approach

In total, 216 participants were included in the analysis. Logistic regression and multiple analyses of variance were conducted to identify the factors that affect the adoption of VRS and examine the differences in the factors between adopter and non-adopter as well as between the continuers, discontinuers, potentials and resistors.

Findings

This study found that actualized innovativeness, complexity, companionship and gender significantly affect user adoption of VR for spectator sports. There were significant differences in the factors among the four adopter categories. The factors were also useful in discriminating between the four adopter categories.

Originality/value

This study highlights how individuals embrace emerging technologies differently based on their adopter category characteristics. From a marketing perspective, the insights gained from this study can inform the development of targeted strategies, campaigns and user experiences for VR spectator sports (VRS). This approach promises new revenue streams for the spectator sport industry and offers solutions to challenges like declining viewership and digital marginalization. It underscores the potential success of VR technology in transforming the spectator sport industry.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 8 May 2018

Yi Zhang, Minkil Kim, Jerred Junqi Wang and Brenda Pitts

By using table tennis as an example and conducting an in-depth investigation into the impact of market demand factors on membership consumption of table tennis club members in the…

627

Abstract

Purpose

By using table tennis as an example and conducting an in-depth investigation into the impact of market demand factors on membership consumption of table tennis club members in the USA, the purpose of this paper is to illustrate the opportunities and marketing efforts needed for Asian sports to survive and thrive in North America, in which consumer demand factors assessing core program features of table tennis clubs were found to be very influential of cognitive, affective, and behavioral consumptions of table tennis club members.

Design/methodology/approach

Through conducting a review of literature, observations of club operations, and interviews of club administrators and club members representing various table tennis clubs, a preliminary questionnaire was formulated for this study. The initial questionnaire was submitted to a panel of five experts, for a test of content validity. By incorporating their suggestions, editing was made to improve a number of the items in the questionnaire. Data collection took place in two national table tennis tournaments, two local tournaments, and six table tennis clubs. Procedures in SPSS 19.0 (SPSS, 2009) and Mplus 5.21 were carried out for data analyses.

Findings

The findings of this study are that market demand factors would be significantly related to consumer perceived benefits and perceived value, and in turn related to consumer satisfaction of table tennis club membership. The market demand factors had a positive impact on perceived value and benefits confirmed the theoretical framework and previous research findings, which also made a practical sense that a table tennis club needs to offer product features and meet expectations of its current and potential members in order to enhance program value and benefits perceived by its members.

Originality/value

The past two decades have marked the speediest rise of a globalized sport production and consumption trend. In an era of globalized sport marketplace, sports have become a business commodity to meet the needs of commerce. For an Asian sport to penetrate into the North American marketplace as table tennis has done, it would be wise to develop regional network, strategies, product, and promotions. It is expected that table tennis as a popular Asian sport will continue being spread to other parts of the world; thus, the findings of this study have potential relevance to promoting table tennis globally.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 8 May 2018

Yan Wang, James J. Zhang, Nathan David Pifer and Minkil Kim

The purpose of this paper is to examine the key factors that affect the formulation of regional strategies for developing and advancing the sport industry in China.

855

Abstract

Purpose

The purpose of this paper is to examine the key factors that affect the formulation of regional strategies for developing and advancing the sport industry in China.

Design/methodology/approach

Guided by the comparative advantage theory, qualitative and quantitative research procedures were carried out to analyze the variables that were deemed necessary for the development of regional advantages.

Findings

The findings of this study indicated the importance and relevance of understanding these comparative advantage factors when developing regional strategies for sport development in China or other countries with a developing economy.

Research limitations/implications

This study was largely exploratory in nature, meaning that future confirmatory studies are necessary in order to solidify the results and to encompass the wide-ranging diversity of the total sport industry.

Practical implications

The study provided practical implications for other countries to address the needs to discern among varying sectors of the sport industry and prioritize factors that are specific to regions, communities, and local environments in the strategic planning process.

Originality/value

The findings of this study highlighted the importance and relevance of four comparative advantage factors and the varying sectors of the sport industry variables in the region.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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