Spectator Motives and Media Consumption Behaviour in Martial Arts
Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence
The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 2
An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans
by
Seungmo Kim, Damon P.S. Andrew, T. Christopher Greenwell
Abstract
This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.
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© IMR Publications Ltd
Keith
Keith Irving
iStadia
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