ラグビートップリーグにおけるファンイベントと観戦意図に関する研究：神戸製鋼コベルコスティーラーズに着目して

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1 A study of Fan Events and Attendance Intention in Japan Rugby Top League: Focusing on the Kobe Steel Kobelco Steelers Abstract Despite the increasing study of spectator sports, little attention has been given to the study of fan services in Japan. The purpose of this study was to examine the hypothesized model, which explains the relationships between event satisfaction, team identification and attendance intentions. Data were collected from 211 participants at the Kobelco rugby festival 2010 in Kobe. The data were analyzed using correlation and multiple regression analyses. The results indicate that event satisfaction does not have a direct impact on attendance intentions, although it has an indirect effect on attendance intentions via team identification. The findings suggest that sport marketers should pay more attention to the satisfaction for fan events. Furthermore, it is necessary for sport marketers to take a more favorable approach in order to enhance team identification. Future research and managerial implications were also discussed. Key words: fan event, event satisfaction, team identification, attendance intention, Kobe Steel Kobelco Steelers Address Correspondence to: Shiro Yamaguchi, Sasakawa Sports Foundation Kaiyo Senpaku Building, , Toranomon, Minato-ku, Tokyo , Japan shiro.y621@nifty.com

2 FIFA World Cup Korea / Japan FIFA World Cup South Africa AFC Asian Cup Qatar 2011 World Baseball Classic Rugby World Cup IRB IRB IRB IRB toto 2011 JRFU JRFU 2010 JRFU

3 Milne and McDonald 1999 e.g., Hogg and Turner, 1985; Tajfel and Turner, 1986; Turner, 1975 Wann, 1997, p.331 Wann and Branscombe, 1995Matsuoka et al J Funk et al., 2002, 2009; 2002; Milne and McDonald, 1999; Trail and James, 2001; Wann, 1995 Bauer et al., 2008; Gladden and Funk, 2001; Ross, ; Larson and Steinman, 2009; Madrigal, 1995; Tsuji et al., 2007; Yoshida and James, 2010, Ferreira and Armstrong

4 ANNUAL REPORT 2011

5 p , 2011 Oliver, 1997, p , p Oliver 1980 Expectation- Disconfirmation

6 ; Madrigal, 1995; Tsuji et al., 2007 Matsuoka et al., ; Matsuoka et al., 2003; 2009; Tsuji et al., 2007; Yoshida and James, 2010 Fisher and Wakefield, 1998; Matsuoka et al., 2003; Wakefield, 1995 Matsuoka et al J 1996 Sumino and Harada 2004 J 2008 Sumino and Harada

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8 Oliver 1997 Yoshida and James α Wann 1997 Wann and Branscombe 1993 α Fishbein and Ajzen 1975 Wakefield and Sloan Fishbein

9 Wann and Branscombe (1993) Wakefield and Sloan (1995) t Baron and Kenny 1986 Mediation Analysis Funk and James 2006 IBM SPSS PASW Statistics 18.0 n=11 n=19 n=63 n=82 n=19 n=10

10 p.01 p.05 p.01 p.01 p.01

11 VIF Variance Inflation Factor β.33, p.01 β.10, n.s. β.71, p.01

12 β.35, p. 01 Matsuoka et al., 2003 β.10, n.s. Matsuoka et al., 2003; ; Tsuji et al., 2007; Yoshida and James, 2010 β.71, p.01 Fisher and Wakefield, 1998; Matsuoka et al., 2003; Wakefield, 1995

13 R 2 J Matsuoka et al., 2003 Sumino and Harada Fisher and Wakefield, 1998; Matsuoka et al., 2003; Wakefield, 1995

14 2008 Oliver 1980, 1997

15 Larson and Steinman, 2009; Tsuji et al., 2007; Yoshida and James, 2010 Milne and McDonald 1999 Milne and McDonald 1999 vs. vs. vs. vs. J vs. J vs. n= : Barron, R. M., and Kenny, D. A. (1986) The moderatormediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51: Ferreira, M., and Armstrong, K. L. (2004) An exploratory examination of attributes influencing students' decisions to attend college sport events. Sport Marketing Quarterly, 13: Fishbein, M., and Ajzen, I. (1975) Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley: Reading, MA, USA. Fisher, R. J., and Wakefield, K. (1998) Factors leading to group identification: A field study of winners and losers. Psychology and Marketing, 15: Funk, D. C., Mahony, D. F., and Ridinger, L. (2002) Characterizing consumer motivation as individual

16 difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11: Funk, D. C., and James, J. D. (2006) Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20: Funk, D. C., Filo, K., Beaton, A., and Pritchard, M. (2009) Measuring the motives of sport event attendance: Bridging the academic-practitioner divide to understanding behavior. Sport Marketing Quarterly, 18: Gladden, J. M., and Funk, D. C. (2002) Developing an understanding of brand associations in team sport: Empirical evidence from consumer of professional sport. Journal of Sport Management, 16: J ANNUAL REPORT & 12 Larson, B. V., and Steinman, R. B. (2009) Driving NFL fan satisfaction and return intentions with concession service quality. Services Marketing Quarterly, 30: Madrigal, R. (1995) Cognitive and affective determinants of fan satisfaction with sporting event attendance. Journal of leisure research, 27: Matsuoka, H., Chelladurai, P., and Harada, H. (2003) Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport marketing Quarterly, 12: James, J.D Milne, G. R., and McDonald, M. A. (1999) Sport marketing: Managing the exchange process. Jones and Bartlett Publishers, Inc: Sudbury, MA, USA JCSI html W Oliver, R. L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17 (4): Oliver, R. L. (1997) Satisfaction: A behavioral perspective on the consumer. McGraw-Hill, NY, USA JISI Ross, S. D. (2007) Segmenting sport fans using brand associations: A cluster analysis. Sport Marketing Quarterly, 16:

17 Sumino, M., and Harada, M. (2004) Affective experience of J. League fans: the relationship between affective, team loyalty and intention to attend. Managing Leisure, 9: pp Trail, G. T., and James, J. D. (2001) The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior, 24: Tsuji, Y., Bennett, G., and Zhang, J. (2007) Consumer Satisfaction with an Action Sports Event. Sport Marketing Quarterly, 16 (4): Wakefield, K. L., and Sloan, H. J. (1995) The effects of team loyalty and selected stadium factors on spectator attendance. Journal of Sport Management, 9: Wann, D. L., and Branscombe, N. R. (1993) Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology, 24: Wann, D. L., and Branscombe, N. R. (1995) Influence of identification with a sports team on objective knowledge and subjective beliefs. International Journal of Sport Psychology, 26: Wann, D. L. (1995) Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19: Wann, D. L. (1997) The psychology of sport fans and sport spectators. In D. L. Wann (Ed.), Sport Psychology. Upper Saddle River, Prentice Hall, NJ, USA, pp I Fishbein Yoshida, M., and James, J.D. (2010) Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3): Yoshida, M., and James, J.D. (2011) Service quality at sporting events: Is aesthetic quality a missing dimension? Sport Management Review, 14(1):

JAPAN MARKETING JOURNAL 110 Vol.28 No.22008

Japan Marketing Academy JAPAN MARKETING JOURNAL 110 Vol.28 No.22008 JAPAN MARKETING JOURNAL 110 Vol.28 No.22008 JAPAN MARKETING JOURNAL 110 Vol.28 No.22008 JAPAN MARKETING JOURNAL 110 Vol.28 No.22008 JAPAN