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INTERNATIONAL FANS' MOTIVATIONS FOR FOLLOWING U.S. SPORTS: AN INVESTIGATION OF COLLEGE STUDENTS IN TAIWAN.
- Source :
- International Journal of Sport Management; Oct2012, Vol. 13 Issue 4, p339-362, 24p
- Publication Year :
- 2012
-
Abstract
- The article explores why 400 Taiwanese college students from four universities follow U.S. sports, using the 1995 and 2001 Sport Fan Motivation Scale, to guide sport marketing efforts. Entertainment value, similarity or feeling they can relate to the athletes, and patriotism for Taiwanese athletes such as Major League Baseball's Chien-Ming Wang, topped the 7 major motivations. Betting on Taiwan's sports lottery, a sense of team connection, artistic value and boredom are also major factors.
Details
- Language :
- English
- ISSN :
- 1546234X
- Volume :
- 13
- Issue :
- 4
- Database :
- Supplemental Index
- Journal :
- International Journal of Sport Management
- Publication Type :
- Academic Journal
- Accession number :
- 82580828