| The purpose of the study is to examine if there exist significant differences on the action sports participatory fandom level and the motivational factors affecting individuals' decisions about participating in action sports between Korean action sports participants and their American counterparts. This current study also identifies the relationship among the variables of personality, action sports media preferences, and the demographic variables such as gender, nationality, educational level, skill level, and the frequency of participating in action sports.; Four hundred ninety-two college students completed the survey. Data were collected between December 2004 and January 2005 for Korean participants and between January and February 2005 for their American counterparts. Of 492 research participants, 275 (55.9%) were Koreans and 212 (43.1%) were Americans with 5 (1%) missing data. In addition, 383 (77.8%) were males and 101 (20.5%) were females while 8 (1.6%) did not disclose their gender. The present participants ranged in age from 18 to 34 years old (M = 23.67, SD = 2.90).; The findings obtained from the data analyses included the following: (1) On the basis of the results of MANOVA, there were significant differences on eight motivational factors affecting individuals' decisions about participating in action sports for Korean action sports participants and their American counterparts above and beyond what gender, educational level, skill level, and the average number of days of participating in action sports explained. (2) ANOVA showed that there was a significant difference on ASPF level between Korean action sports participants and their American counterparts above and beyond what the blocking variables, including gender, educational level, skill level, and the average number of days of participating in action sports explained. (3) Based on the results of hierarchical multiple linear regression analysis, nationality, gender, educational level, skill level, and the average number of days of participating in action sports explained a significant proportion of the variance of ASPF level. Furthermore, ASRVP and IRTSSS explained a significant proportion of the variance of ASPF level for the current research participants above and beyond what nationality, gender, educational level, skill level, and the average number of days of participating in action sports explained.; In summary, it is clear that action sports have been gaining a significant attention in recent years and it is likely to continue to do so in the future. Better understanding of the globalization of the action sports industry should be developed over time. This present study will be of help sport marketers as well as academicians in sport management develop the globalization of action sports. |
