• Journal of Sport and Applied Science
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• v.8 no.3
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• pp.13-19
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• 2024

Purpose: This study aims to investigate the consumption patterns of the MZ generation in relation to eSports and traditional professional sports, focusing on the similarities and differences in spending behavior on game items and professional sports viewing. Research design, data, and methodology: The research utilizes a comparative analysis of eSports and professional sports consumption trends within the MZ generation. Data was collected through surveys targeting MZ generation consumers and analyzed using statistical methods to assess the impact of consumption behaviors on spending. The study particularly focuses on the expenditure behaviors in game items (eSports) versus traditional sports viewing expenses. Results: The analysis revealed that the MZ generation displays distinct consumption behaviors between eSports and traditional sports. eSports consumption is characterized by higher spending on in-game items, driven by personalization and competitive advantages, whereas spending on professional sports viewing is influenced by fan loyalty and event participation. Conclusions: The findings underscore the growing economic significance of eSports, driven by the unique consumption behaviors of the MZ generation. These insights suggest that the eSports industry should continue to adapt its strategies to capitalize on this trend, while traditional sports organizations may need to innovate in engagement strategies to maintain consumer interest and expenditure.

• Journal of Smart Tourism
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• v.3 no.4
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• pp.33-41
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• 2023

This study examines the factors influencing e-sports product consumption among Chinese e-sports game players. We focus on the popular game "King of Glory" and use surveys to collect player data. Our findings show that e-sports product characteristics significantly impact consumption experiences, while incentive factors also influence consumption willingness. External factors have minimal impact. Additionally, souvenir products and festival events are key in driving e-sports consumption. This research explores the consumption willingness of Chinese e-sports players, the world's largest consumer market. Understanding their needs can help companies develop targeted marketing strategies, unlocking the commercial potential of e-sports and promoting industry growth.

• Journal of Smart Tourism
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• v.3 no.1
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• pp.9-21
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• 2023

This study investigated whether the Point of attachment (POA) theory can be used to measure the consumption intention on go and watch offline eSports games. The admiration for players, social interaction, and on-site consumption requirements for viewing offline eSports competitions are prioritized. In addition, eSports fans in various regions may have distinct consumption concepts and consumption patterns. Thus, this study surveyed China (n = 156) and South Korea (n = 127) eSports fans who subjectively perceive themselves to be fans of eSports player(s) and who have observed at least one offline eSports game. The results demonstrate that player attraction and socialization have positive and significant effects on offline consumption factors. There is no correlation between previous consumption behavior and satisfaction, but dining shows a significant positive effect on satisfaction. Moreover, there is a strong relationship between satisfaction and future attendance intention. In addition, effect of eSports fan attachment on future visit intentions are measured and there is no correlation between the two variables. The front end of the path in the new model's varied between Chinese and Korean supporters. Finally, theoretical and practical implications of this study are discussed.

• The Journal of Industrial Distribution & Business
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• v.15 no.2
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• pp.31-39
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• 2024

Purpose: The present research guides to a middle ground where recreational sports and enjoyment justify the basic concept of leisure consumption, exploring an exciting field of study, where participation is the motivational source of recreational sports fans for transferring into the motivation of leisure activities and leisure consumption. Research design, data and methodology: This research took a close look at the current literature to investigate impacts of recreational sports enthusiasts' willingness to engage in the leisure consumption. The screening and excluding procedure took a place to select a qualified prior resources and the present author finally obtained a total of 19 highly relevant papers. Results: The evaluation of the presented research shows that the enthusiasts' participation in avocational sports has four significant implications on their lifestyle and leisure consumption. These impacts are categorized as follows: Economic influence, Psychological influence, Social influence, and Environmental influence. Conclusions: In sum, this study has shown the various ways and magnitude in which willingness to participate in leisure affects its consumption by the recreational sports enthusiast. These impacts have brought critical implications for the viability of the sport leisure business in the industry, particularly in urging it to be the right strategic direction to cater to this market segment.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.18-31
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• 2016

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.163-170
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• 2020

The purpose of this research is to organize panels centered on professional workers and experts in the sports media industry, identify structures and items of sports media commentators' attributes that conform to the present era through the collective agreement process, and evaluate the derived measures according to the scale development procedure. We would like to shed new light on the nature of commentators due to the rapid development of broadcasting technology and the emergence of new media platforms, the emergence and expansion of smart media receptors and the changing environment of modern sports broadcasting. For this purpose, a panel of experts from academia and industry related to sports management and sports media was organized and the attributes of commentators were analyzed using the Delphi method. Technology development in the sports market has created a new sports consumption environment. In these consumer environments, various environmental factors influence the consumer's consumption culture of sports consumers. For example, professional information, as well as interpretations of sports culture, history and society are becoming their share for sports commentators, and viewers are demanding more diverse characteristics from sports commentators. In this respect, the study of sports commentator attributes can be a deep understanding of the rapidly changing culture of sports consumption.

• Journal of the Korean Applied Science and Technology
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• v.40 no.1
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• pp.24-34
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• 2023

This study sought to explore the online consumption propensity of sports goods by generation of the productive population and to provide basic data to predict the future consumption market by segmenting online consumers in the sports 4.0 market. Therefore, this survey was conducted on those who consumed sports goods among the generation-specific groups (Generation Y and above, Z) of the productive population, and a total of 478 people's data were applied to the final analysis. Data processing was conducted with SPSS statistics (ver.21.0), frequency analysis, exploratory factor analysis, correlation analysis of re-examination reliability, reliability analysis, and decision tree analysis. According to the online consumption propensity of sports goods by generation of the productive population, there is a high probability of being classified as Generation Z group if the factors of leisure, joy, and environment are high. In addition, the classification accuracy of such a model was 69.7%.

• East Asian Journal of Business Economics (EAJBE)
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• v.10 no.3
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• pp.105-114
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• 2022

Purpose - The sports business industry and contemporary sports marketing is an exemplary wide field that primarily comprises specific activities, numerous individuals, organizations, and business ventures. This research aims to provide a marketing strategy to lead Leisure sporting goods consumption to improve the leisure life of sports participants. Research design, Data, and methodology - The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) was conducted to obtain the appropriate literature resources and total 15 previous resources selected by the present author after excluding papers based on screening process. Result - The literature analysis revealed that marketing practitioners in the sports and leisure industry should remember three significant solutions which are suggested. These solutions the following: (1) Brand Visibility, (2) Suitable Business Designs, and (3) Customers Support. They will enhance the perspective of consumption goods that foster leisure life to sporting participants following a well-advanced market strategy Conclusion - The sporting activities are generally inspiring, emotion provoking, immersive, rapidly growing profits and revenues, and engaging; hence, it is a great adventure of advancing customer orientation and a platform for growing the market. Therefore professionals have the responsibility to design sporting events in synergy with different stakeholders in ensuring improved and enjoyable experiences based on the marketing solutions of the current research.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.492-495
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• 2014

In this paper, IT and sports services, a study on the R&D strategy for convergence. The sports industry is based on the consumption of the population continues to increase participation in sport has increased due to the increase in leisure time and increase the income of the people. Differentiated and national income is expected to be $ 20,000 per period is the expansion of high-tech sports consumption in developing countries than developed countries and is active in a variety of sports goods of high consumption, you can feel the satisfaction of the convergence of high value enemy Sports Consumption the situation in and growing rapidly. In this paper, we conduct R&D Strategies for the integration of IT technology and services for the development of sports industry, sports. We hope that this helps the sport policy development and national sports industry overseas markets such as the development of the domestic sports industry achieve in this study was small.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.209-221
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• 2020

Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.