Segmenting sport fans by eFANgelism: a cluster analysis of South Korean soccer fans

Park, Sang‐Hyun; Kim, Seungmo; Chiu, Weisheng

doi:10.1080/23750472.2021.1873169

Cited by 13 publications

(15 citation statements)

References 38 publications

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“…The findings can be explained by the assimilation-contrast theory, which argues that individuals' judgments and attitudes vary according to the comparison of their initial judgments [37]. Moreover, previous studies have identified that loyal fans are more likely to invest more to support their favorite teams [48,53]. Therefore, even the price increases by 30%, most loyal fans are still willing to purchase a ticket to attend KBO League games.…”

Section: Discussionmentioning

confidence: 95%

“…Moreover, sport fans with different levels of attitudinal and behavioral loyalty may develop different perceptions towards their favorite teams [47,53]. According to the psychological continuum model proposed by Funk and James [47], sport fans' involvement progressively develops with corresponding behaviors toward their favorite teams [54].…”

Section: Sport Fan Loyaltymentioning

confidence: 99%

“…In the field of sport, Ouyang, Hungenberg and Gray [36] found that more satisfied customers are less sensitive to price in the commercial martial arts centers. Although there has been little research conducted on exploring the role of sport fans' loyalty level in their perceptions of price sensitivity and the latitude of price acceptance, previous studies have identified that loyal fans are more likely to put extra effort into attending games to support their favorite teams [48,53,56], and therefore would be less sensitive to the ticket price change and have a higher level of the latitude of price acceptance. Therefore, the following hypotheses were established.…”

Section: Sport Fan Loyaltymentioning

confidence: 99%

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Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

2021

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For the sustainable development of the Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in the KBO League. Therefore, the purpose of this study was to understand KBO League fans’ perceptions of price sensitivity. More specifically, this study explored how fans’ perceptions of price sensitivity and latitude of price acceptance vary between different loyalty groups. A total of 213 valid responses were recruited from KBO League fans by using a convenience sampling approach. As a result, based on the levels of attitudinal loyalty and behavioral loyalty, fans were classified into four categories: loyal fans, latent fans, spurious fans, and indifferent fans. Moreover, loyal fans were found to be less sensitive to the ticket price increase of different levels (i.e., 10%, 20%, and 30%), followed by latent fans, spurious fans, and indifferent fans. Meanwhile, loyal fans have the highest level of the latitude of price acceptance, followed by latent fans, spurious fan, and indifferent fans. The findings of this study contribute to a better understanding of sport fans’ responses to the change of ticket price and their perceptions of the accepted price range. Meanwhile, this study offers practical implications for marketers of KBO League teams to develop tailored pricing strategies for their fans by considering different loyalty levels.

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Section: Discussionmentioning

confidence: 95%

Section: Sport Fan Loyaltymentioning

confidence: 99%

Section: Sport Fan Loyaltymentioning

confidence: 99%

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Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

2021

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“…Nevertheless, limited studies have studied the psychological and consumer behaviour of Greek fans [71,73]. Today the marketing of professional football teams to achieve competitiveness tries to understand the needs of its viewers, providing services effectively and efficiently that meet these needs [28], and to assess how their services meet the needs of their viewers, they make frequent measurements of service quality and viewer satisfaction [33,48,60,67].…”

Section: Introductionmentioning

confidence: 99%

“…To achieve market segmentation, we assume that the customers are different and that most markets consist of smaller customer groups with common characteristics. More specifically, market segmentation is a process of market segmentation into specific customer groups with similar needs, buying behaviour, and defining characteristics [48]. Once the market segments are selected, an assessment of their requirements is made.…”

Section: Introductionmentioning

confidence: 99%

The Identity of Sport Spectators in Greece

Amalia¹,

Krinanthi²

2022

ujm

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The purpose of this study was to investigate "Who the Greek spectator is". Demographics and personal characteristics of 2,322 spectators were investigated. All participants are randomly selected football fans. They filled out the questionnaires voluntarily. Age, profession, education, marital status, and monthly income were the main demographic issues that were examined according to Greenwell et al. [25], and Lambrecht et al. [36]. Besides, the possession of a season ticket, the frequency of attending football games, and the team they supported were further investigated. Results showed that Greek spectators are 20 -29 years of age (29%), high school graduates (38.3%), unmarried (47.4%), without children (52%), privately employed (27.3%), with a total monthly income 701 € -1,000 € (21%). Moreover, personal characteristics questions showed that most of the participants are fans of the Olympiacos SFP team (16.2%), and attend the football games twice a month (27.5%), with a single ticket (51%). Taking into consideration the theoretical background, which indicates that the identity of sport spectators can influence customers' future intentions, the results of the present study, which was conducted on a rather large sample, seem promising [1]. Academics and sport managers could use this information to better understand spectators' future intentions and design marketing strategies aimed at getting customers back and attracting new ones to the stadiums after the pandemic.

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Perceived risk-based sport spectator segmentation during the pandemic situation

Kang,

Yamashita,

Matsuoka

2024

APJML

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PurposeAlthough many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19 pandemic. The purpose of this research is twofold: (1) to classify sport spectators into key segments based on perceived risks associated with a mass-gathered sporting event during the COVID-19 pandemic and (2) to identify each segment’s profiles.Design/methodology/approachQuestionnaire surveys of spectators attending a Japanese rugby game during the COVID-19 pandemic (January–June 2021) were conducted (n = 1,410). A combination of hierarchical and non-hierarchical clustering methods was executed.FindingsThe results revealed the five-cluster solution as the optimal number of clusters representing the samples (i.e. spectators with extremely low-risk perception, those with low-risk perception, those with moderate-risk perception, those with high-risk perception and those with higher social risk perception). This five-cluster solution showed sufficient stability and validity. Moreover, each segment had different profiles regarding three background aspects – demographics, psychographics and behavioral variables.Originality/valueThis study is the first effort to segment sport spectators based on perceived risks associated with a mass-gathered sporting event in the pandemic situation. Despite extensive segmentation studies to explore sport fans, contribution reflecting the post-crisis situations is scant. Therefore, the findings provide insight into this realm by providing a new viewpoint for understanding sport spectators during a possible future pandemic era.

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Segmenting sport fans by eFANgelism: a cluster analysis of South Korean soccer fans

Cited by 13 publications

References 38 publications

Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

The Identity of Sport Spectators in Greece

Perceived risk-based sport spectator segmentation during the pandemic situation

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