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An examination of factors that influ...

Jones, Karla Faye.

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An examination of factors that influence a sports consumer's desire to attend a professional sporting event.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	An examination of factors that influence a sports consumer's desire to attend a professional sporting event./
作者:	Jones, Karla Faye.
面頁冊數:	101 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-07(E), Section: A.
Contained By:	Dissertation Abstracts International76-07A(E).
標題:	Sports Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3582359
ISBN:	9781321614718

An examination of factors that influence a sports consumer's desire to attend a professional sporting event.
Jones, Karla Faye.

An examination of factors that influence a sports consumer's desire to attend a professional sporting event. - 101 p.

Source: Dissertation Abstracts International, Volume: 76-07(E), Section: A.

Thesis (Ed.D.)--United States Sports Academy, 2015.

This item is not available from ProQuest Dissertations & Theses.

The largest revenue-generating source for professional sports teams is the sport consumer. There is a need for sport marketers to understand what influences and affects sport consumer behavior. Through the findings within this study, they can begin to develop effective strategies for acquiring new customers, retaining consumers, and increasing game day attendance. The purpose of this quantitative research study was to determine and examine the factors that influence a sport consumer's desire to attend a professional sporting event. The problem addressed within this research was the decline in game-day attendance that leads to a decline in ticket sales revenue and proceeds from concessions within professional basketball. In addition, the emergence of television viewership has contributed to the decline in attendance records. The convenience sampling method was utilized and included a sample size of 300 participants in attendance at two professional basketball sporting events. The quantitative method of research for this study was a correlation design. Game day promotions, game appeal, and time and day of game were reported, as factors that influence a sport consumer's desire to attend a professional sporting event. Regression analysis was used to test the significant differences between the independent variable game day promotions, game appeal, and day and time of game, against the dependent variable desire to attend a professional sporting event. Significance F revealed that the variables prizes, giveaways, publicity, marketing, star players on the home team, seat location, entertainment, and day and time of the game were statistically significant in relation to game day attendance. Ticket price and team store Significance F was above .05, which makes these factors unreliable when determining game day attendance. Multiple regression analysis revealed a positive relationship between television watching, income level, and frequency of previous game day attendance on a sport consumer's desire to attend a professional sporting event. The results of this research study could aid sport marketing and sales managers in better understanding what factors are important to a sport consumer when deciding on whether not to attend a professional sporting event.

ISBN: 9781321614718Subjects--Topical Terms:

2122869
Sports Management.

An examination of factors that influence a sports consumer's desire to attend a professional sporting event.
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