为他们的钱而跑:研究跑步者与赛事相关支出的变化

IF 2 4区 管理学 Q3 BUSINESS
Colin Lopez, Koo Yul Kim, Joris Drayer, J. Jordan
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引用次数: 0

摘要

这项研究考察了大规模参与体育赛事第一年和第二年的支出变化。先前的研究对第一年到第二年的预期支出变化没有定论,这可能归因于横断面研究设计的突出性。这项研究使用了一个来自美国跑步活动(n=247)的七年样本,进行了一项内部年度设计,以跟踪参与者的支出。使用受试者内部ANCOVA,分析了个人从首次参与者到重复参与者的八个类别的支出。结果显示,任何支出类别之间都没有显著差异。在同一时间段内,产生了一个一次性参与者的样本(n=6257),与重复参与者进行比较,并出现了显著差异。这些发现为活动组织者和社区官员提供了有关客户第一年和第二年消费行为的信息,从而提供了更具针对性的营销方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Run for Their Money: Examining Changes in Runners’ Event-Related Expenditures
This study examines spending changes between the first and second year of participation in a mass participation sport event. Previous research has been inconclusive about anticipated spending changes from year one to year two, which may be attributed to the prominence of cross-sectional research designs. This study utilized a within-person, year-to-year design with a seven-year sample from a US running event (n = 247) to track spending from participants. Using a within-subject ANCOVA, expenditures across eight categories were analyzed as individuals progressed from first-time to repeat participant. Results show no significant differences across any of the spending categories. From the same time frame, a sample of one-off participants was generated (n = 6,257) to compare with the repeat participants, and significant differences emerged. These findings provide event organizers and community officials with information regarding the spending behavior of customers in their first and second years, allowing for a more tailored marketing approach.
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来源期刊
自引率
13.30%
发文量
21
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.
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