本研究の目的は、元大阪近鉄バファローズファンと元オリックスブルーウェーブファンの特性の違いを明らかにすることである。調査は、2005年8月20日、大阪ドームにおいて、プロ野球球団オリックスバファローズに対して行った。調査用紙は、試合の観戦者に配布した。試合開始前に539部回収し、その内505部(93.7%)が有効回答であった。比較分析の結果は、元大阪近鉄バファローズファンの選手に対するロイヤルティと地域に対するロイヤルティの値が元オリックスブルーウェーブファンより有意に高いと示した。それに対して、元オリックスブルーウェーブファンのチームに対するロイヤルティの値が元大阪近鉄バファローズファンより有意に高いという結果を示した。
9 0 0 0 OA フィギュアスケート観戦のプロダクト構造
- 著者
- 井上 尊寛 松岡 宏高 竹内 洋輔 荒井 弘和
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- pp.2015-006, (Released:2015-06-15)
- 参考文献数
- 39
- 被引用文献数
- 5
Understanding spectators' perspectives towards a sports competition is one of the major marketing issues in professional sport management. The purposes of this study are (1) to develop a scale to measure spectators' involvement in athletic elements of figure skating which can be deemed as the core product, (2) to examine the relationships of such involvement with antecedent variables and consequent variables, and (3) to examine involvement in athletic elements by the difference in gender of a player supporting. We analyzed a sample of 478 spectators at the 2013 NHK Trophy Grand Prix of Figure Skating. The results of confirmatory factor analyses revealed that athletic elements consisted of technical and aesthetic dimensions. Furthermore, the findings indicated that spectators' involvement had significant relationships with their knowledge regarding figure skating as well as consequent variables such as their intention to support a specific athlete and spectating behavior. This observation could significantly contribute to the development of marketing strategies for figure skating events.
本研究の目的は、スカイマークスタジアムと大阪ドーム間のオリックスバファローズの試合観戦者比較によって、プロ野球球団のエリアマーケティングを行うための基礎資料を明らかにすることであった。調査は、2005年8月13日にスカイマークスタジアムで行われたプロ野球球団のオリックスバファローズの試合と、2005年8月20日に大阪ドームで行われたオリックスバファローズの試合で行った。スカイマークスタジアムと大阪ドーム間で比較分析が行われた。有効回答はそれぞれ505部(93.7%)と486部(99.0%)であった。今回の結果から、それぞれの地域における観戦者の異なる特性が見られた。エリアマーケティングの応用と、スポーツマーケターのそれぞれの地域における観戦者の異なる特性の理解を高めるための示唆が討論されている。
The purpose of this study is to indicate career patterns and career orientations of youth players in J-league clubs. Questionnaires were distributed to 122 players over different four J-league clubs resulting in 100 (81.9%) usable data. In order to identify the usable participants, we used longitudinal method for the players' career patterns and comparison analysis of player's motives and career orientations for J-league youth clubs. The main results of our study were as follows: ●In the J-league youth clubs, 55.6% of players came from J-league junior youth clubs, whereas 31.3% of players came from other clubs, and 13.1% of players came from junior high school team. ●The comparison analysis of motives for J-league youth clubs showed no significant findings among three groups from junior high school, except for those that "used be a fan of the team." ●84.0% of the players of J-league youth clubs would like to play for a top team in the J-league in near the future and approximately 70% of players want to find a job related to soccer (e.g., coach, team staff, and so on).
- 著者
- 山下 玲 姜 泰安 松岡 宏高
- 出版者
- 東洋大学ライフデザイン学部
- 雑誌
- ライフデザイン学研究 = Journal of Human Life Design (ISSN:18810276)
- 巻号頁・発行日
- vol.14, pp.89-100, 2019-03
- 著者
- 和田 由佳子 松岡 宏高 藤本 淳也
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- pp.2022-001, (Released:2022-05-18)
- 参考文献数
- 50
- 被引用文献数
- 1
After the 2015 and 2019 Rugby World Cups, the Japan Rugby Top League games attracted many new fans including female fans and niwaka fans (bandwagon fans/fair-weather fans). Understanding the characteristics of game attendees could be crucial to retain new fans and expand the fan base. The purpose of this study was to categorize attendees into four segments according to gender and fan types and to compare their characteristics, motivations for attending games, and knowledge of rugby. Data were collected from seven games at five venues from January 12 to 26, 2020. The four segments—male niwaka fans, female niwaka fans, male regular fans, and female regular fans—were compared by one-way analysis of variance. It was found that male regular fans had supported rugby since 1980, while female regular fans appeared after the 2015 Rugby World Cup. Further, the motivations of female niwaka fans and regular fans were different.
- 著者
- 松岡 宏高 藤本 淳也 James Jeffrey
- 出版者
- 社団法人日本体育学会
- 雑誌
- 日本体育学会大会号
- 巻号頁・発行日
- no.53, 2002-08-30
- 被引用文献数
- 1
2 0 0 0 OA プロ野球チームのブランド連想がアタッチメントに及ぼす影響
- 著者
- 和田 由佳子 松岡 宏高
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- pp.2020-002, (Released:2020-04-01)
- 参考文献数
- 73
- 被引用文献数
- 1
This study aimed to demonstrate empirically the influence of brand attributes regarding professional baseball teams on benefits and attitudes of residents according to customer-based brand equity (Keller, 1993). This study also examined the influence of residents' benefits and attitudes on team attachment. An internet research company was used to conduct an online survey to collect data from residents who had attended at least one home game during the 2013-2015 seasons in six cities where Pacific League teams were based. The results of the structural equation modeling showed the relations among attributes, benefits, and attitudes were different from Keller's (1993) concepts. In terms of the relations between benefits and attachment, symbolic benefit influenced attachment, although experiential benefit did not. Nor was there a significant relation between attitude and attachment. Further, the study discussed the findings and their theoretical and practical implications.
2 0 0 0 OA 日本スポーツマネジメント学会第4回大会報告
- 著者
- 松岡 宏高
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- vol.4, no.1, pp.75-80, 2012-11-30 (Released:2012-12-24)
- 著者
- 森脇 豊一郎 原田 宗彦 池田 勝 藤本 淳也 松岡 宏高
- 出版者
- 一般社団法人 日本体育学会
- 雑誌
- 日本体育学会大会号 第47回(1996) (ISSN:24330183)
- 巻号頁・発行日
- pp.388, 1996-08-25 (Released:2017-08-25)
1 0 0 0 OA スタジアムにおけるスポーツ観戦関与
- 著者
- 井上 尊寛 松岡 宏高 吉田 政幸 蔵桝 利恵子
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- vol.10, no.1, pp.41-58, 2018 (Released:2019-01-19)
- 参考文献数
- 53
- 被引用文献数
- 5
In sport management, there are few studies that have paid its attention to sport involvement among spectators. Thus, examining sport involvement to understand the sport consumption behavior of spectators is important. The purposes of this study are (1) to provide evidence of the reliability, construct validity, and hierarchical structure of the proposed spectator involvement scale and (2) to examine the relationships of spectator involvement with several outcome variables. We analyzed a sample of 892 spectators at professional soccer and baseball games in Japan. The results of confirmatory factor analysis indicated the reliability and validity of the spectator involvement scale which consisted of five factors. The findings of structural equation modeling supported the relationship between spectator involvement and the outcome variables.
1 0 0 0 OA プロ野球チームのブランド連想 パシフィックリーグに所属するチーム間の比較
- 著者
- 和田 由佳子 松岡 宏高
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- vol.9, no.1, pp.23-37, 2017 (Released:2017-06-23)
- 参考文献数
- 45
- 被引用文献数
- 2
The purpose of this study was to compare the Pacific League baseball teams in terms of the brand associations that consumers have with team attributes, benefits, and attitudes. This paper assessed the brand attributes using qualitative data with free associations, and benefits and attitudes using quantitative data. An internet survey of local residents living in each of the six teams' hometowns was conducted. A total of 1,967 free associations were obtained from 915 valid samples, and then categorized into 15 groups. Consumer benefits consisted of “Symbolic benefits” and “Experiential benefits.” Consumer attitudes were assessed by “Like and Dislike.” The One-Way Analysis of Variance (ANOVA) showed that the “Symbolic benefits” (F (5, 909) = 20.15, p <.001), “Experiential benefits” (F (5, 909) = 9.12, p <.001), and “Attitudes” (F (5, 909) = 7.09, p <.001) were significantly different across teams. The comparison of associations among teams is discussed.
- 著者
- 和田 由佳子 松岡 宏高
- 出版者
- 日本スポーツマネジメント学会
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- 2020
- 被引用文献数
- 1
<p>This study aimed to demonstrate empirically the influence of brand attributes regarding professional baseball teams on benefits and attitudes of residents according to customer-based brand equity (Keller, 1993). This study also examined the influence of residents' benefits and attitudes on team attachment. An internet research company was used to conduct an online survey to collect data from residents who had attended at least one home game during the 2013-2015 seasons in six cities where Pacific League teams were based. The results of the structural equation modeling showed the relations among attributes, benefits, and attitudes were different from Keller's (1993) concepts. In terms of the relations between benefits and attachment, symbolic benefit influenced attachment, although experiential benefit did not. Nor was there a significant relation between attitude and attachment. Further, the study discussed the findings and their theoretical and practical implications.</p>
1 0 0 0 OA スポーツマネジメントの概念の再検討
- 著者
- 松岡 宏高
- 出版者
- Japanese Association for Sport Management
- 雑誌
- スポーツマネジメント研究 (ISSN:18840094)
- 巻号頁・発行日
- vol.2, no.1, pp.33-45, 2010-02-25 (Released:2010-08-31)
- 参考文献数
- 47
- 被引用文献数
- 5 5
The field of sport management has expanded rapidly, and now includes various aspects of sport industry. Researchers as well as practitioners in the sport business have provided various interpretations of the concept of sport management. However, the question “what should be researched and taught in sport management” remains unanswered. The present paper attempted to reexamine the concept of sport management in order to explain the significance of its existence as a science. In order to clarify what aspects of “sport” could be the target in the field of sport management, the author reviewed the structure of the sport industry and concluded that producing sport itself(i.e., sport activities) is the center of the sport industry. The uniqueness of sport product was also examined bacause it would clarify peculiar features of sport management. As discussed in the paper, sport management can be defined as “the management of business related to the production and provision of participant sport and/or spectator sport.”
- 著者
- 藤本 淳也 松岡 宏高 James Jeffrey
- 出版者
- 社団法人日本体育学会
- 雑誌
- 日本体育学会大会号
- 巻号頁・発行日
- no.53, 2002-08-30
- 著者
- 松岡 宏高
- 出版者
- 大阪体育大学
- 雑誌
- 大阪体育大学大学院修士論文集
- 巻号頁・発行日
- vol.2, pp.47-57, 1995-03-31
- 著者
- 藤本 淳也 原田 宗彦 松岡 宏高
- 出版者
- 社団法人日本体育学会
- 雑誌
- 日本体育学会大会号
- 巻号頁・発行日
- no.46, 1995-09-10