スポーツ消費者行動：先行研究の検討

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あきひさじゅふく
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1 Sport Consumer Behavior: A Literature Review Abstract Drawing from the literature on sport consumer behavior and related fields such as marketing, the purpose of this paper is to introduce some new research topics in the field of sport marketing. Based on six categories of customer metrics and two important perspectives of consumer decision making (social identity and customer satisfaction), four important research streams are identified: consumer motivations, social identity, customer satisfaction, and customer loyalty. For each research stream, the core issues are introduced based on the conceptualization of key constructs and the theoretical explanations that outline the relationships between antecedents, consequences, and moderating variables. This paper also provides directions for future research that focuses on the development of new concepts, such as brand experiences, brand ethics, brand community, human brands, and customer engagement, which go beyond traditional marketing concepts. Key words: sport consumer behavior, sport marketing, literature review Address Correspondence to: Masayuki Yoshida, Biwako Seikei Sport College 1204 Kitahira Otsu, Shiga , Japan yoshida-m@bss.ac.jp

2 i.e., i.e., 2010 customer metrics Gupta and Zeithaml, 2006; Rust et al., 2004 Funk et al., 2004; James and Ross, 2004; Mahony et al., 2003; Trail and James, 2001; Wann, 1995 Cronin et al., 2000; Wakefield and Blodgett, 1996 ニーズウォンツディマンズ動機消費者の望むものマーケティングミックス製品品質価値ブランディング CRM ブランドイメージ企業の取り組み消費者による評価顧客満足再購買口コミ顧客価値顧客ロイヤルティ顧客エンゲージメント消費者の全体評価消費者の行動売上利益市場占拠率企業価値の向上認知的尺度マーケティングアクション認知的尺度認知的尺度感情的尺度意図的尺度行動的尺度財務指標スポーツ消費者行動

3 Kwon et al., 2007; Wakefield and Barnes, 1996 Bauer et al., 2008; Ross et al., 2006; Underwood et al., 2001 Matsuoka et al., 2003; Tsuji et al., 2007; Yoshida and James, 2010Funk and James, 2006; Mahony et al., 2000; Wakefield and Sloan, 1995 Gupta and Zeithaml, 2006; Oliver, 1999 Heere and James, 2007a; Mahony et al., 2003 Funk and James, 2001; Wann and Branscombe, 1990 Funk and James, 2001; Trail et al., 2005 James and Ross, 2004; Trail and James, 2001; Wann, 1995 e.g., Hogg and Abrams, 1988 Bhattacharya and Sen, 2003; Crocker and Luhtanen, 1990; Hogg and Abrams, 1988 e.g., Funk and James, 2001; Funk and James, 2006; Oliver, 1999 Oliver, 1999 e.g., Cronin et al., 2000; Yoshida and James, 2010

4 社会的アイデンティティに関連した心理的反応 ( 認知的長期的 ) 社会的イメージ社会的評判社会的責任製品の品質製品の価値 CRM の評価社会的アイデンティティ顧客満足顧客満足に関連した心理的反応 ( 感情的一時的 ) 顧客ロイヤルティ再購買行動顧客エンゲージメント口コミ推薦ブログの活用価値共創カスタマイズ化コミュニティ化顧客の生涯価値 Customer Relationship Management: CRM Homburg et al., 2009 i.e.,

5 Trail and James (2001) McDonald et al. (2002) Heere and James (2007a) Ross et al. (2006) Muñiz and O Guinn (2000) Thomson (2006) Yoshida and James (2010) Yoshida and James (2011) Kwon et al. (2007) Verhoef (2003) Oliver (1999) van Doorn et al. (2010) Greenberg and Baron, 2000; Rudestam and Newton, 1992; Summers, 2001 i.e., spectator motives Funk et al., 2004; James and Ross, 2004; Mahony et al., 2003; Trail and James, 2001; Wann, 1995 Trail and James, 2001 James and Ross, 2004 Robinson et al., 2005 Funk et al., 2002 James et al., 2009; Mahony et al., 2003; Nakazawa et al., 1999 Funk and James, 2006; Funk et al., 2002; Robinson et al., 2005; Trail and James, 2001

6 e.g,, e.g., participant motives Allen, 2003; Martens and Webber, 2002; Ryan et al., 1997 McDonald et al., 2002; Milne and McDonald, 1999 social identity brand equitybrand community human brand Mael and Ashforth 1992Wann and Branscombe 1993Trail and James 2001 self-categorization Heere and James 2007b Trail and James, 2001 Trail et al., 2005 Heere and James, 2007a Funk and James 2001 psychological continuum model: PCM team identity team identification Funk and James, 2001

7 e.g., e.g., Aakar 1991 Keller 1993 Aakar 1991 Boyle and Magnusson 2007 Gladden et al Underwood et al Ross et al Aaker 1991 Bauer et al., 2008; Ross, 2006; Ross et al., 2008; Underwood et al., 2001 Marketing Science Institutes, 2008 brand feeling: Keller, 2003 brand affect: Chaudhuri and Holbrook, 2001 brand love: Carroll and Ahuvia, 2006 brand passion: Fuller et al., 2008 brand experiences: Brakus et al., 2009 Rust et al., 2000 Bauer et al., 2008; Gladden et al., 1998; Ross, 2006; Ross et al., 2008 Bauer et al., 2008; Gladden et al., 1998; Ross, 2006; Ross et al., 2008 Gladden et al., 1998; Ross, 2006; Ross et al., 2008 Gladden et al., 1998; Ross, 2006; Ross et al., 2008 e.g., Gupta and Zeithaml, 2006; Rust et al., 2004; Vogel et al., 2008 e.g., e.g., Muñiz and O Guinn, 2001; Oliver, 1999

8 consciousness of kind: Muñiz and O Guinn, 2001 sense of community: Keller, 2003 Algesheimer et al., 2005; Fuller et al., 2008; McAlexander et al., 2002 Keller 2003 Algesheimer et al., 2005; Fuller et al., 2008 McAlexander et al Muñiz and O Guinn, 2001 e.g., Schau et al., ; McCracken, 1985; Kahle and Homer, 1985 Arai and Ko 2009 Thomson 2006 attachment Arai and Ko 2009

9 Bolton and Lemon, 1999; Fornell et al., 1996; Fournier and Mick, 1999; Spreng et al., 1996; Voss et al., 1998 Bolton and Lemon, 1999; Voss et al., 1998 Brady and Cronin, 2001 Voss et al., 1998 Bolton and Lemon, 1999 Customer Relationship Management: CRM Verhoef, 2003 Kotler and Keller, 2008 Fornell et al., 1996 Verhoef, 2003 Spreng et al., 1996 Cronin et al., 2000; Zeithaml et al., 1996 Yoshida and James, 2010 Yoshida and James 2010 Matsuoka et al., 2003 Yoshida and James, 2010 Tsuji et al., 2007 e.g., e.g., Zeithaml and Bitner, 2003 e.g., e.g., Parasuraman et al Brady and Cronin, 2001Brady and Cronin 2001

10 Ko and Pastore 2005 Brady and Cronin 2001 Yoshida and James 2011 Brady and Cronin 2001 Pine and Gilmore 1998 experience-design principle utilitarian value hedonic valuesymbolic valuebabin et al., 1994; Keller, 1993; Richins, 1994 Cronin et al., 2000; Kwon et al., Journal of Marketing Lemon et al., 2002; Mithas et al., 2005; Payne and Frow, 2005; Verhoef, 2003 Payne and Frow, 2005 Kolter and Keller, 2008 e.g., e.g., De Wulf et al., 2001; Verhoef, 2003 Palmatier et al meta-analysis e.g., e.g., e.g.,

11 e.g., Oliver, 1999; Rust et al., 2004 Oliver, 1999 customer engagement Oliver 1997 p.392 Jaycoby and Chestnut, 1978 Oliver, 1999 Oliver 1999 cognitive affectiveconativebehavioral Funk and James 2001 Oliver 1999

12 e.g., Oliver 1999 Oliver 1999 Harris and Goode 2004 social networking website: SNS e.g., NIKEiD.com e.g., Oliver 1999 Marketing Science Institute: MSI MSI 2010 Journal of Service Research 13 3 van Doorn et al van Doorn et al engage MSI, 2010

13 e.g., e.g., SNS i.e., B2B Business to Business B2C Business to Consumer MSI, 2010 e.g., e.g., e.g.,

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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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