不同运动类型的攻击性动机和球迷热情

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2023-06-01 DOI:10.32731/smq.322.062023.06

C. Greenwell, Sin-Wook Yoo

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引用次数: 0

摘要

赛场上的侵略性可以吸引和娱乐体育消费者。然而，在体育运动中提倡侵略性一直存在争议，因为社会的转变引发了人们对体育运动中侵略性的程度合适的问题。因此，本研究试图通过考察两种动机（身体攻击和暴力）如何预测体育迷对三类运动（有限接触、完全接触和战斗）的热情，来更好地理解场上攻击和球迷群体之间的关系。一份在线问卷被用来征求540名成年体育迷的回复。总体而言，这项研究的结果表明，消费者的身体攻击动机影响了体育迷对除冰球外的低接触和全接触运动的热情。然而，消费者的暴力动机影响了格斗运动（如拳击、MMA）的热情。研究结果告诉营销人员攻击性是如何激励消费者的，以及如何在不同的体育项目中营销这类内容。

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Aggressive Motives and Fan Passion Across Different Types of Sports

On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results of this study showed consumers’ physical aggression motive influenced sport fan passion for low-contact and full-contact sports except for ice-hockey. However, consumers’ violence motive influenced combat sport passion (i.e., boxing, MMA). Results inform marketers how aggression motivates consumers and how to market this type of content across different sports.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.