Background/Purpose Individual values (IV) can influence market analysis and segmentation, product planning, promotional strategy and public policy (Vinson et al 1977), but little research has been known on this issue. The purpose of this study is to examine whether IV associate with the spectator sport consumption(SSC) and sport spectator experience(SSE) and whether it influence SSC and SSE
Method A survey was conducted in randomly sampled participants (N = 800) in China. A total of 776 (96%) people completed this survey , including 152 medical doctors(19.6%), 156 faculty (20.1%), 135 bank employees (17.4%), 174 officers (22.4%),and 159 enterprise employee (20.5%). Reliability analysis were conducted on valves (a= 0.953), SSC (a = 0.853), SSE (a = 0.909)
Analysis/Results The result indicated that 15 values significantly correlated with SSC, 20 values with SSE. The result in MANOVA showed that there are not significant difference in values F (4, 769) = 0.96, P > 0.05) and SSE (F (4, 764) = 0.21, P> 0.05) among professionals, but significant difference in SSC (F (4, 769) = 3.24, P = 0.01). The stepwise regression showed that some values (competition, excitement, devout, peak transcendence, etc) significantly predict SSC (p < 0.05),and some values competition, creativity, devout, honest, self-confidence, power, etc)significantly predict SSE (p < 0.05).
Conclusions The researchers concluded that IV could place important influence on SSC and SSE in sport marketing. The results also can serve as meaningful references for sport marketers, sponsors, and policy makers to design their promotion activities, proposals, and policies by using the values as themes.
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