Impact of Personal Value on Spectator Sport Consumption and Engagement in China Dr. Xiangren Yi Li Chen Shandong University Delaware State University

Background Sport sociologists have suggested that sport is a microcosm of society (Eitzen, 2005; Snyder & Spreizter, 1974) People learn values associated with sport such as honor, glory, nobility, skill, courage, strength, wit, wisdom (Sage, 1970), acceptance of authority, obedience to rules, and self-discipline (Snyder & Spreizter, 1989)

Background The personal values associated with sport seem to reflect general social values and focus more on participation in sports rather than watching sports These values seem to represent one type of values, moral values, but neglect other possible types such as psychological, sociological, and religious values (Wann, Melnick, Russell, & Pease, 2001)

Background Previous research has examined the motives driving consumers’ attendance at sporting events (e.g., James & Ross, 2004; Trail & James, 2001; Wann, 1995). Motives that have been examined include enjoying the drama of sport, appreciating the physical skills of athletes, a team’s effort, the aesthetic value of sports, escape, social interaction, interaction with family, team affiliation, and vicarious achievement. Such studies provide insight regarding the motives people have for attending games.

Background They do not provide insight on the types of values people associate with watching spectator sports Values extend over time whereas motives may be temporal or situation-specific Although values have been widely addressed in psychology and other disciplines, they have received limited attention in the study of sport consumer behaviors.

Background Marketing scholars indicated that personal values have significant impact on consumption behaviors of individuals and become important variables to analyze effort of promotional strategies and influence to public policies (e.g., Vinson, Scott, & Lamont, 1977). However, limited research has been found for supporting the conceptual prediction.

Purposes of Research The purposes of this study were to examine Whether the personal values associate with spectator sport consumption (SSC) and spectator sport experience (SSE) Whether different personal values, SSC, and SSE exist among Chinese professionals, Whether personal values impact on their consumption behaviors.

Methodology Participant A survey was conducted among randomly sampled participants (N = 800) in China. A total of 776 (96%) professionals completed survey including 152 medical doctors, 156 college professors, 135 bank agents, 176 government officers, and 159 enterprise employees. 100% of respondents had higher education and thus had enough knowledge to participate in the survey

Methodology Pilot Study The pilot study was comprised of four phases that included interviews and focus groups The first phase had 25 interviews with no pre-constructed interview guideline The second phase was to acquire data using a different technique to achieve level of data diversity The third round was to test transferability The fourth phase had focus group

Methodology Instrument Phases Methods Question format The first phase 25 interviews Unstructured The second phase 2 focus groups Semi-structured The third phase 11 interviews Structured The fourth phase 1 focus group Constructed

Methodology The questionnaire has three parts with seven-point Likert scale 31 value measures, 6 modes of spectator sport consumption 10 sport experience items. Reliability Reliability analysis were conducted on valve （Alpha = 0.953）, spectator sport consumption (Alpha = 0.853), spectator sport experience (Alpha = 0.909).

Methodology Data Collection There were two stages for data collection. The data were collected from respondents answering the initial questionnaire. Regression and coefficient analyses were conducted to narrow down the list of values associated with spectator sports. A revised questionnaire was used for a second data collection

Methodology The data analyses included Coding Pressures Descriptive Statistics Correlation ANCOVA MANOVA Stepwise Regression

Result Significant Correlation among Personal Values and SSC

Result Significant Correlation among Personal Values and SSE

Result Demographic Profiles

Demographic Characteristics Result Demographic Characteristics

Demographic Characteristics Result Demographic Characteristics

Result Demographic Characteristics

Result MNOVA for Values, SSC, and SSE on Professionals, Income ANCOVA for Values, SSC, and SSE among professionals with covariates Income and Education MNOVA for Values, SSC, and SSE on Professionals, Income and Education

Result Stepwise Regression SSC Predictors

Result SSE Predictors

Result SSE Predictors

Conclusion Values Associated with Spectator Sports There exist four possible relationships: clear positive relationship, unclear positive relationship (social power , honest, etc) negative relationship (creativity, etc) situational relationship(obedient, etc)

Conclusion Comparing with Values , Consumer and Experience among Professionals ANCOVA showed No significant difference (p >. 05) was found for personal values and SSE among the professionals, A significant (p < .05) difference was revealed from SSC among the professionals. MONOVA showed that there are no significant among professionals in personal values, SSC, SSE .

Conclusion Predict SSC and SSE Competition, excitement, devout, peak transcendence, loyal, etc significantly predict sport spectator consumption Competition, creativity, devout, honest, self-confidence, power, etc significantly predict sport spectator experiences

Conclusion This study suggested that personal values could place important influence on sport consumption behaviors of professionals which is analytic evidence supporting the conceptual framework. The results might serve as meaningful references for the sport marketers to decide what could be better promotional strategies for their marketing, and which values should be considered importantly when developing relative public policies for people at large.

Future Research Extend Samples The current research primarily collected data from five professionals. Future research is required to extend the sample into more general population. Collect data by differences nationality

Future Research Revision Instrument Mediator and Moderator Add more values into questionnaire. Find how these values are fulfilled through spectator sports Mediator and Moderator Value-based attitudes (themes) → Behavior (SSC &SSE) Combined themes into regression analysis Values associated with sport participation.

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