Sports consumption behaviour among generation Y in mainland China
Edited book (chapter)
Chapter Title | Sports consumption behaviour among generation Y in mainland China |
---|---|
Book Chapter Category | Edited book (chapter) |
ERA Publisher ID | 2168 |
Book Title | Dynamics of sports marketing |
Authors | Johnson Morgan, Melissa (Author), Summers, Jane (Author) and Jocumsen, Graham (Author) |
Editors | Ghose, Amitabha |
Page Range | 118-127 |
Number of Pages | 10 |
Year | 2008 |
Publisher | Icfai University Press |
Place of Publication | Hyderabad, India |
ISBN | 9788131416020 |
Web Address (URL) | http://www.books.iupindia.org/home.asp |
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 | sport consumption; sport; consumption; consumers; generation y; China |
ANZSRC Field of Research 2020 | 440699. Human geography not elsewhere classified |
350405. Sport and leisure management | |
350605. Marketing management (incl. strategy and customer relations) | |
Byline Affiliations | Department of Marketing and Tourism |
School of Management and Marketing |
https://research.usq.edu.au/item/9yzzw/sports-consumption-behaviour-among-generation-y-in-mainland-china
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