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

2. 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)

3. 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)

4. 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.

5. 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.

6. 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.

7. 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.

8. 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

9. 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

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

11. 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).

12. 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

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

14. Result
Significant Correlation among Personal Values and SSC

15. Result
Significant Correlation among Personal Values and SSE

16. Result
Demographic Profiles

17. Demographic Characteristics
Result
Demographic Characteristics

18. Demographic Characteristics
Result
Demographic Characteristics

19. Result
Demographic Characteristics

20. 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

21. Result
Stepwise Regression
SSC Predictors

22. Result
SSE
Predictors

23. Result
SSE
Predictors

24. 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)

25. 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 .

26. 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

27. 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.

28. 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

29. 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.

30. Thank You!!