Sports consumer behavior in an urban marathon : analysis of word-of-mouth behavior in Nara marathon 2018 runners

本研究は，奈良マラソン2018ランナーを対象とし，個人属性，大会参加状況，大会に対する評価，クチコミ情報についての分析を行い，スポーツ消費者行動を明らかにすることを目的とした．結果として，個人属性，ランニング実施状況，クチコミ情報の受信・発信といったランナーの実態を把握することで，参加型スポーツの消費者行動を明らかにすることができた．また，大会参加状況と満足度，再参加意図の分析結果によって，今後の大会運営の課題を挙げることができた．ランナーのクチコミ情報の受信・発信経路，クチコミ情報の影響の分析結果を踏まえ，イベントの運営側がより効果的な広報活動ができると考える.
This study clarified sports consumer behavior based on an analysis of a sports event. After identifying runners in the Nara Marathon 2018 through extensive web investigation, results were compiled from the valid responses of 2,278 runners. The Analysis clarified consumer behavior of participatory sports by demonstrating the actual condition of runners such as individual attributes, running activities, and the reception and transmission of word-of-mouth. Additionally, depending on marathon participation, event satisfaction, and intention to revisit, we were able to indicate issues for future event management. From the analysis of the reception and transmission route of word-of-mouth, and the influence of word-of-mouth, we believe that more effective public relations activities will be possible.
原著(Original paper)