Sports consumption behaviour among generation Y in mainland China
Paper
Johnson Morgan, Melissa, Summers, Jane and Jocumsen, Graham. 2006. "Sports consumption behaviour among generation Y in mainland China." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
| Paper/Presentation Title | Sports consumption behaviour among generation Y in mainland China |
|---|---|
| Presentation Type | Paper |
| Authors | Johnson Morgan, Melissa (Author), Summers, Jane (Author) and Jocumsen, Graham (Author) |
| Editors | Fullerton, Sam and Moore, David |
| Journal or Proceedings Title | International Business Trends: Contemporary Readings |
| Number of Pages | 6 |
| Year | 2006 |
| Place of Publication | Ypsilanti, Michigan, USA |
| ISBN | 1887676007 |
| Conference/Event | International Conference of the Academy of Business Administration (2006) |
| Event Details | International Conference of the Academy of Business Administration (2006) Event Date 16 to end of 20 Aug 2006 Event Location Munich, Germany |
| Abstract | The Chinese Government has relaxed its tight control over sport (Stensholt 2004), the country is set to host the 2008 Olympic Games and every major sport franchise in the world is making plans for a full assault on the Chinese market. The game is on in mainland China, however despite the excitement about the market there is little understanding of sport consumption in China or the attitudes and behaviours of potential sport consumers. The bulk of the literature in consumer behaviour within sports relates specifically to developed industrialised nations, specifically USA, Canada, Europe and Australia. Of particular interest to academics and practitioners alike should be the potential of the huge generation Y market in China. Generation Y (those born after 1978) represent not only a current lucrative market but also represent the future development of sport and sport consumption in China. This exploratory study has revealed that generation Y consumers in China exhibit sports consumption behaviours which differ in numerous respects from their counterparts in the USA and deserve deeper study. |
| Keywords | Chinese consumption, sport consumption, generation Y |
| ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
| 350499. Commercial services not elsewhere classified | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | School of Management and Marketing |
| Faculty of Business |
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