流通科学大学「2017 Best Undergraduate Student Paper Award」を受賞山口ゼミ3年生によるポスター発表

(1)

Spectator support: Examining the consumer attributes

i the o text of wo e ’s professio al ase all

Nanami Kawamura, Kasumi Nakajima, Kaede Fujiwara, Shiro Yamaguchi (University of Marketing and Distribution Sciences) ShoheiTaka atsu Kobe Shi a Wo e ’s U i ersity

INTRODUCTION

RESULTS

CONCLUSION

METHOD

1 2 3 4 5 6 7 8

1.Spectator

Support .595

**

.534**

.546**

.547**

.417**

.710**

.650**

2.Accessibility .562** _.752** _.555** _.479** _.387** _.585** _.484**

3.Popularity .434**

.753**

.536**

.449**

.485**

.618**

.507**

4.Uniqueness _.447**

.724**

.743**

.612**

.512**

.726**

.497**

5.Affordability

.538**

.667**

.538**

.639**

.468**

.627**

.531**

6.Star Power .395** _.636** _.538** _.526** _.773** _.639**

.452**

7.Player Skill .567** _.668** _.594** _.618** _.795** _.684** _.733**

8.Player

Similarities .429 **

.612**

.521**

.542**

.785**

.741**

.797**

 Lower left=Women，Upper right=Men

FIGURE：1 Multiple regression analysis (Men)

FIGURE：2 Multiple regression analysis (Women) TABLE:1 Correlation analysis for comparison

 Sample : n=204( =138 , =66)

 Sample method : Convenience sampling

 Research period : May 29th_{, 2017 & June 24}th_{, 2017}

 Research place : Amagasaki Memorial Park &

Ball Park Awaji (Hyogo)

 Measurement : Consumer attributes (Greenhalgh et al.,

2011) & Spectator support (Greenhalgh et al., 2011)

 The result of men showed that accessibilitywas an

important factor on spectator support . On the other hand, the result of women indicated that

accessibilityand star powerhad a positive effect on spectator support.

REFERENCES

Greenhalgh , G., Simmons, J.M., Hambrick , M.E., & Greenwell T. C . (2011). Spectator support: Examining the

Attributes that differentiate Niche from Mainstream Sport. Sport Marketing Quality, 20, 41-52

**p<.01 *p<.05

A) Our results suggest that wo e ’s professio al ase all orga izers should i rease the information of player’s perso al logs, internet sites, and SNSin order to distribute information for spectators effectively and easily.

B) The fi di gs suggest that wo e ’s professio al ase all

orga izers should ha ge the i age of wo e ’s professio al ase all fro minor to major y

increasing an exposure of the media.

2010: The average attendances

1,535 spectators

2012：

The average attendances

630spectators

MEN

 Accessibility

WOMEN

 Accessibility

 Star Power

To examine the influence of consumer attributes on spectator support i wo e ’s

professional baseball.

PURPOSE

2016：