Understanding consumers of Asian female sports: a case study of the Women's Korean Basketball League
by Sophia D. Min; James J. Zhang; Minkil Kim; Chong Kim
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 1/2, 2014

Abstract: This study purported to deepen the understanding of sport consumers' decision-making regarding Asian female sports based on the concepts of market demand and game support programmes. The effects of three aspects of sport events - including game attractiveness, event promotion, and event operation - on consumers' value perception of Asian female sports, revisiting intention, word-of-mouth, and overall consumption frequency were empirically tested. Participants were 677 spectators attending six Asian female professional basketball events. A two-step approach (CFA and SEM) was conducted for data analyses. The CFA revealed that the overall measurement model fit the data reasonably well. In addition, the SEM indicated that the specified structural model exhibited an appropriate model fit, and two latent constructs (game attractiveness and event operation) positively affected participants' perceived value of female sports, which in turn improved their revisiting intention and word-of-mouth. Finally, word-of-mouth was found to increase the overall game consumption level.

Online publication date: Mon, 27-Apr-2015

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