Comparative Analysis of Spectator Motives and Marketing Segmentation Between South Korea and Japan

本研究旨在在跨国背景下完善和进一步发展现有的动机量表（即Trail和James的MSSC， 2001年；Funk、Mahony、Nakazawa和Hirakawa的SII， 2001年），并检验韩国和日本职业足球观众在描述性变量（如人口统计、出勤频率）和观众动机方面的差异。我们证实了我们开发的精炼动机量表是有效的，并且它们可靠地测量了韩国和日本足球观众的动机。我们还发现，在人口统计、出勤频率、团队认同和观众动机方面存在一些差异。

This study aimed to refine and further develop existing motivation scales (i.e., MSSC by Trail and James, 2001 ; SII by Funk, Mahony, Nakazawa, & Hirakawa, 2001) in a cross-national context, and to examine differences of descriptive variables (e.g., demographics, attendance frequency) and spectator motives between South Korean and Japanese professional soccer spectators. We confirmed that the refined motivation scales we developed were valid, and that they reliably measured Korean and Japanese soccer spectators' motives. We also found that there were several differences in demographics, attendance frequency, team identification, and spectator motives.