著者

高田 一慶 原田 宗彦 備前 嘉文

出版者

日本スポーツ産業学会

雑誌

スポーツ産業学研究 (ISSN:13430688)

巻号頁・発行日

vol.18, no.1, pp.25-42, 2008-03-31 (Released:2010-07-27)

参考文献数

37

被引用文献数

3 7

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Japan's unique corporate sports system has greatly contributed to the development and promotion of sports in Japan. However, due to the worsening economic development, the environment surrounding corporate sports organizations has been changing drastically. Especially, that of ball sports, among corporate sports, is very difficult. Given the change, it is necessary for sports organizations to understand behavioral and psychological characteristics of their spectators in order to set out significant marketing strategies for effective provision of sports products. In terms of understanding the characteristics, many previous researchers discuss the importance of finding and choosing an appropriate target market through segmentation of spectators in sports. Consequently, this study focused on the motivation of sports spectators. The purposes of this study were to understand the behavioral and psychological characteristics, segment by segment, and to compare and contrast the characteristics of spectators among everal sports leagues in Japan top ball sports. Scales based on the Sport Interest Inventory (SII) were used in this study. Exploratory factor analysis (EFA) was conducted first to detect the motivation factors of sports spectators, and then non hierarchical cluster analysis, using mean scores of each motivation factor, was conducted for classification of the spectators. The findings of this study reveal the existence of 10 factors regarding sports spectators' motivation, and be able to classify sports spectators into 5 clusters; "Fixed Fan" "Social Fan" "Potential Spectator" "Normal Spectator" and "Active Fan" according to the tendency of the mean scores and the demographic characteristics. Some implications were suggested from the study for further development of Japan's top sports.