The Study To The Relationship Between The Values Associated With Spectator Sports Of College Student And Sports Spectator Behavior

Use of literature, questionnaire, statistics, logical analysis and other research methods, The purpose was to explore what values may be associated with spectator sports and to examine the relationships between personal values and sport spectator behavior. Sport spectator behavior included spectator sport consumption and sport spectator experiences. This dissertation adopted a mixed research method design including qualitative and quantitative methods.The results suggested directions for revision of the ten-value type framework derived from the qualitative inquiry. The results also indicated that the corresponding relationships between some of the individual values and value types associated with spectator sports require further clarification. Different from the results of prior research in fan motivations, the results of this dissertation show that it is likely that people might experience something relevant to some values through spectator sport consumption but did not actively associate the values with spectator sports. In other words, people might be motivated to consume spectator sports in some occasions, but this did not mean that the motivation is a constant value associated with spectator sports. Future research is required to provide more evidence to support this conjecture.The results provide implications for theory in sport consumer behavior to explain spectator sport behavior more thoroughly. The results also provide useful information for sport marketers, sponsors, and policy makers to design their promotion activities, proposals, and policies by using the values as themes. By conducting spectator sport value research, it is hoped that attributes of spectator sports can be identified or created to help sport marketers design sporting events to meet the desires of broad potential consumers.