The purpose of this research was to develop a model for cross-cultural sport spectatorship, and then to compare American and Chinese basketball spectators. Means-end theory guided the development of a conceptual framework, and structural equation modeling was used to test the relationship between focal attributes and expected consequences. Focal attributes referred to the concrete features of basketball games, while expected consequences referred to abstract motives for watching sporting events. Participants were National Basketball Association spectators in the United States and Chinese Basketball Association spectators in China. Self-administered questionnaires were administered at games in the two countries. Significant findings included cross-cultural similarities and differences in the spectatorsâ reasons for attending games. Spectators in the two countries were compared on their preferences for: Kahleâs List of Values, individualism/collectivism dimensions, attributes, consequences, consequence-attribute paths, and behavioral intentions. Recommendations for the field and future research are included, as well as limitations of the study. This study provides a new methodology for testing means-end theory, and a new model for analyzing sport spectatorship. This study also contributes to the growing body of literature in cross-cultural sport marketing.
| Identifer | oai:union.ndltd.org:NCSU/oai:NCSU:etd-08062009-133528 |
| Date | 30 November 2009 |
| Creators | Menefee, William Chadwick |
| Contributors | Jonathan Casper, Judy Peel, Deepak Sirdeshmukh, Michael Kanters |
| Publisher | NCSU |
| Source Sets | North Carolina State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://www.lib.ncsu.edu/theses/available/etd-08062009-133528/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dis sertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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