Dissertations / Theses: 'Consumer behaviour in sport'

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Mahan, Joseph Edward. "Investigating the role of personality in (sport) consumer behavior." College Park, Md.: University of Maryland, 2008. http://hdl.handle.net/1903/8824.

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Thesis (Ph. D.) -- University of Maryland, College Park, 2008. Thesis research directed by: Dept. of Kinesiology. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.

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Sekerková, Adéla. "Srovnání B2C loajalitních programů retailových řetězců v segmentu fashion and sport v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149846.

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The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill.

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Silveira, Miguel Ângelo Ferreira. "Perfil do e-adepto do Sport Lisboa e Benfica." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7664.

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Mestrado em Marketing A indústria do futebol profissional tem registado um grande crescimento nas receitas e no número de adeptos sendo atualmente uma grande indústria. A relação dos adeptos com o clube é cada vez mais próxima, com a colaboração das redes sociais e da Web 2.0. Esse facto tem-se refletido no maior número de websites não-oficiais criados pelos adeptos e no maior número de adeptos participantes em comunidades online dedicadas ao seu "clube de coração". Esta investigação procura descrever o e-adepto do SL Benfica. O estudo permitirá perceber de que forma os adeptos do SL Benfica sentem a sua relação com o clube e de que forma esse sentimento é espelhado na participação nas comunidades online dedicadas ao clube. É ainda feita uma comparação entre dois grupos de adeptos, distinguidos com base no seu comportamento de participação nas comunidades online. Os resultados do estudo confirmam que apesar de a grande maioria dos adeptos sentir uma identificação forte com o clube, são muito menos os que manifestam o desejo de participar nas comunidades online. A grande maioria dos adeptos não exibe comportamentos tribalistas no contexto online. No entanto, concluiu-se que associado a um comportamento mais ativo de participação nas comunidades online do clube, está uma maior proximidade da relação com o clube. A distância geográfica ao clube também foi identificada como um fator associado à maior participação nas comunidades online. The professional football industry has experienced a period of strong growth in revenue and number of supporters and is currently considered as a big industry. The relationship between the football club and its supporters is increasingly closer, namely with the help from the social media and Web 2.0. This can be seen in the growing number of non-official websites that have been created by supporters and in the increasing number of supporters who participate in online communities dedicated to their favorite club. This research proposes to describe the e-supporter of SL Benfica. This thesis aims to understand the manner in which the SL Benfica supporters feel in relation to their club, as well as the way in which this feeling is mirrored in their involvement in the online communities dedicated to this club. Furthermore, two groups of supporters are compared and distinguished based on their behavior concerning their participation in the online communities. The results of this study have confirmed that although the majority of supporters feels that they strongly identify with the club, there are not many of those who express the desire to be involved in the online communities. The majority of the supporters do not exhibit tribalist behavior in the online environment. However, this investigation has concluded that a closer relationship with the club is associated with a stronger involvement in the online communities of the club. The club geographical distance was also considered to have an influence in a greater participation in the online communities."

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Chester, Yayoi. "A model of consumer buyer behaviour relating to the sponsorship of major sporting events in Australia." Swinburne Research Bank, 2007. http://hdl.handle.net/1959.3/35001.

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Park, Hye-Jung. "A study of Korean consumers' behavioral intentions toward purchasing imported casual clothing and the impact of consumer ethnocentrism as an external variable : an application of the theory of reasoned action /." free to MU campus, to others for purchase, 1999. http://wwwlib.umi.com/cr/mo/fullcit?p9962551.

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Thesis (Ph. D.)--University of Missouri-Columbia, 1999. Consumer questionnaire (Appendice 4) is in Korean. Typescript. Vita. Includes bibliographical references (leaves 240-244). Also available on the Internet.

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Olguin, Jidebom Isabel, and Elizabeth Zhang. "Ambush Marketing From a Swedish Consumer Perspective : Spectators and Fanatics Opinion Towards companies' ´Free Riding´Strategy." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12737.

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Wherever we go, marketing is all around us. Sport events are no exception. Sport events have during the last years become a platform and a communication tool for marketing companies. The major reason for the increasing attraction of sport games is because of its’ enormously attraction of audience. A company that uses sport games in order to market itself is usually a sponsor for a sport association or team. A sponsoring company is provided with the opportunity to associate itself with a team and/or a game. Sponsoring and non-sponsoring companies utilize the amount of audience to reach as many customers as possible. The sponsoring companies need to pay a sponsorship fee. The non-sponsoring companies free ride at the expense of the sponsors, by not paying any fees. The ambushing companies aim, is to draw the consumers’ attention away from the sponsors and onto themselves. The purpose of this research is to study the consumers’ acceptance regarding marketing from non-sponsoring companies in sport games. It is interesting to study a consumer perspective of ambush marketing since the research field is not very explored. A qualitative study with quantitative elements has been used in order to capture the consumers’ opinions. The method used resulted in comprehensive findings. The results show distinct differences within the quantitative and the qualitative findings. The conclusion of this research is that consumers somehow accept the free riding strategy. Consumers believe that they do not lack knowledge regarding sponsoring companies. However, the consumers may lack knowledge concerning the harm ambush marketing causes the sponsoring companies.

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Greene, Amanda E. "Waging the War for Fan Attendance: An Analysis of Fan Consumer Behavior at “the Battle at Bristol”." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/4953.

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Yang, Yiqi. "Factors Affecting Downhill Skiing Participation of Canadian Consumers." Thesis, Université d'Ottawa / University of Ottawa, 2019. http://hdl.handle.net/10393/39764.

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According to Statistics Canada (2013), downhill skiing participation rates have declined from 14% in 1992 to 6% in 2010. Finding ways to counteract this decline by revitalizing interest in downhill skiing is necessary to avoid further negative effects on the economic sustainability of the ski industry in Canada. This study proposes a reliable and valid measuring instrument to identify current factors that affect ski participation among various segments of skier groups. An online questionnaire is developed using extended Shank and Lyberger’s (2015) sports consumption model. It consists of five sections. Data were collected in the winter of 2019 from a convenience sample of 150 university students (targeting 30 participants for each: non-skiers, former-, low-, moderate-, and high-frequency skiers). Reliability was tested using a test(T1)-retest(T2) method among the same participants with a 14-day interval, calculating correlations. Of the initial 64 items, only 29 showed sufficient reliability. Generally speaking, the internal and external factors showed higher correlations, while the situational factors showed very low correlations and all 15 situational items had to be dropped. The results revealed that internal constraints influence former and low-frequency skiers more than higher-frequency skiers and that all current skiers, particularly in the high-frequency group, were strongly driven by internal facilitators such as positive perceptions. Family and financial constraint as an external, facilitating factor appear to be equally important among all groups of ski participants. Culture, another external factor, acts as a constraint on non-skiers, former skiers and low-frequency skiers, but has significantly less effect on high-frequency skiers. Former skiers are most affected by financial constraints, although this factor is also a constraint for other groups, if to a lesser extent.

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Brock, Kelcey. "Sport consumption patterns in the Eastern Cape: cricket spectators as sporting univores or omnivores." Thesis, Rhodes University, 2015. http://hdl.handle.net/10962/d1017534.

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Since its inception, consumption behaviour theory has developed to account for the important social aspect that underpins or at least to some extent can be used to explain consumption behaviour. Modern consumption behaviour theory is anthropocentric in nature, with people and societal influence at the forefront of the theory. To date, empirical studies on consumption behaviour of cultural activities (for example, music and arts), entertainment and sport have used Bourdieu’s (1984) omnivore/univore theory to suggest that consumption of leisure activities is bound up in social ties. To date, no such investigation has been conducted in the context of sport in South Africa. The aim of the study therefore is to investigate whether South African cricket spectators are sporting omnivores or univores, thus, essentially investigating whether sports consumption behaviour in South Africa is bound up in social ties. A number of positive economic and social ramifications could result from gaining a holistic understanding of sports consumption behaviour in South Africa. Given these ramifications, the secondary goal of the research is to identify motives for consumers making specific sport consumption decisions, and determining whether certain characteristics can be attributed to these consumption decisions. Recommendations based on the findings of the research could help various stakeholders understand sports consumption patterns in South Africa, which could in turn lead to the realization of positive economic and social benefits. The study made use of a questionnaire, administered at four different limited overs cricket matches in the 2012/13 cricket season, to obtain a range of responses reflecting specific types of consumption behaviour as well as motives for consumption decisions of cricket spectators in the Eastern Cape. Using individual binary probit models and post estimation F-tests, the results indicate that consumption behaviour of sport within South Africa predominantly differs on the grounds of education and race. This suggests that there are aspects of social connotations underpinning sports consumption behaviour within South Africa

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Costa, Junior Dirceu. "O consumo do futebol e o envolvimento do torcedor em diferentes ambientes com os principais times de Campinas-SP." Universidade Nove de Julho, 2015. http://bibliotecadigital.uninove.br/handle/tede/1265.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-16T17:13:03Z No. of bitstreams: 1 Dirceu Costa Jr.pdf: 1031848 bytes, checksum: 972fba7cf54639cda24e7a6479a95aef (MD5) Made available in DSpace on 2016-05-16T17:13:03Z (GMT). No. of bitstreams: 1 Dirceu Costa Jr.pdf: 1031848 bytes, checksum: 972fba7cf54639cda24e7a6479a95aef (MD5) Previous issue date: 2015-12-17 The sports fans are a group of consumers that grows along with the sports industry in Brazil and worldwide. These fans can be classified in several ways based on several factors. Some of these classifications bring this consumer relationship with the involvement of the product. Soccer fans can consume his team’s matches mainly in three environments: in the stadium, at home or in pubs. Therefore, the aim of this study is to understand the relationship between the level of involvement of soccer fans when consumed in different environments. For this research, we conducted semi-structured interviews with Ponte Preta and Guarani fans. The interviews were analyzed by content analysis technique and did not suggest a difference between the degree of involvement and the consumption environment, with fans more or less independent involvement of local consumption, but between the type of involvement and local football consumption. All respondents fans had high cognitive engagement with their teams, but only the fans who attend stadiums exhibited emotional involvement. Os torcedores esportivos formam um grupo de consumidores que cresce juntamente com a Indústria esportiva no Brasil e no mundo. Esses torcedores podem ser classificados de diversas formas baseadas em vários fatores. Algumas dessas classificações trazem essa relação de consumo com o envolvimento do produto. Os torcedores de futebol podem consumir a partida de seu time principalmente em três ambientes: no estádio, em casa ou em bares. Portanto, o objetivo desse trabalho é conhecer a relação existente entre o nível de envolvimento do torcedor de futebol e os diferentes ambientes onde ele é consumido. Para isso foram realizadas entrevistas semiestruturadas com torcedores dos clubes Ponte Preta e Guarani. As entrevistas foram analisadas através da técnica de análise de contéudo e não apontaram para uma diferença entre o grau de envolvimento e o ambiente consumido, tendo torcedores com maior ou menor envolvimento independente do local de consumo, mas sim entre o tipo de envolvimento e o local de consumo do futebol. Todos torcedores entrevistados apresentaram alto envolvimento cognitivo com suas equipes, mas apenas os torcedores que frequentam estádios exibiram o envolvimento afetivo.

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Chen, Yen-Tin. "THE EXTERNAL FACTORS THAT INFLUENCE TAIWANESE COLLEGE STUDENTS' ATHLETIC SHOE PURCHASE INTENTION." OpenSIUC, 2012. https://opensiuc.lib.siu.edu/theses/823.

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Understanding consumer behavior is one of the pivotal elements for success in any business. Among the various concepts in consumer behavior, the consumer decision-making process has gained much attention from both academics and practitioners. In Taiwan, scholars and practitioners have paid significant attention to external factors that influence consumer decision-making in various industries. However, few such studies have focused on external factors regarding purchases of products and services in the Taiwanese sport industry. The purpose of this study was to investigate the external factors that influence Taiwanese college students' shoe purchase intention. Data were collected to examine do external factors differed between genders and grade levels. Six external factors were identified from the literature review. The external factors were brand, price, style, durability, comfort, and athletic ndorsement/ promotion. This study utilized a 5-point Likert scale survey to examine the external factors influence Taiwanese college students' shoe purchase intention. A total of 416 Taiwanese college students from Southern Taiwan University were surveyed. Descriptive analysis, multiple regressions analysis, and one-way ANOVA were employed in this study. First of all, descriptive statistic analysis is used to categorize the participants based on their gender, age, grade, favorite athletic shoe brand, and how often did they purchase athletic shoes. Second, multiple regression analysis was used to predict which external factors had the most influence in Taiwanese college students' athletic shoe purchase intention. The results of multiple regression analysis demonstrated that comfort and style were the most influential factors in Taiwanese college students. Third, one-way ANOVA were used to measure the difference between gender and grade level for Taiwanese college students shoe purchase.

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Karli, Unal. "The Determination Of Motivational Factors Of Sport Gambling University Students And Their Personality And Psychological Differences From Non-gamblers." Phd thesis, METU, 1995. http://etd.lib.metu.edu.tr/upload/3/12610087/index.pdf.

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The purpose of this study was three-fold to determine the personality and financial risk-taking attitude differences between sports gambling students and non-gambling students, to specify gambling motivations of the sport gambling students and to identify the relationship among personality traits, financial risk-taking attitude and gambling motivations of the students who gamble on sport events. The subject group of this research was composed of 1109 Middle East Technical University students who were participating in sport gambling activities (n=435) and who had never participated in sport gambling activities (n=674). While males were composing the 63.1% (n=700), females composed 36.9% (n=409) of the total research group. The mean age of the subject group was 21.77 &plusmn 2.12. Big Five Personality Inventory (John, Donahue, &amp Kentle, 1991), Investment Risk Attitude Scale (Nyhus, 1995) and Gambling Motivation Scales (Chantal, Vallerand and Vallieres, 1994) were used in the data collection process of the research. Results indicated that sport gambling students and non-gambling students showed significant differences in personality (p&lt .01). There was significant differences between sport gambling students and non-gamblers in extraversion , conscientiousness and in openness trait (p&lt .002). Also, results demonstrated that sport gambling students and non-gambling students showed significant differences in financial risk-taking attitudes (p&lt .01). Personality and gender variables accounted for a significant amount on the financial risk-taking attitude of the non-gambling subjects. Personality, gambling motivations and gender accounted for a significant amount on the financial risk-taking attitude of sport gambling subjects. Sport gambling students showed no significant difference in their gambling motivations according to their gender (p&gt .01). Sport gambling students were primarily motivated with intrinsic motivating factors of gambling. Personality, financial risk-taking attitude and gambling experience accounted for a significant amount on the gambling motivations of sport gambling students. Finally, this study pointed that university students who were more extraverted and more open were more prone to gambling on sport events and were more permissive towards financial risk-taking. Additionally, results revealed that enjoyment, amusement and learning were the primary motivating factors that lead university students towards sport gambling.

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Silveira, Marcelo Paciello da. "O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil." Universidade Nove de Julho, 2015. http://bibliotecadigital.uninove.br/handle/tede/1292.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-17T17:30:08Z No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) Made available in DSpace on 2016-05-17T17:30:08Z (GMT). No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) Previous issue date: 2015-11-19 This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group. O presente estudo teve por objetivo avaliar quais os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil. O estudo buscou entender os diferentes fatores (identificação com o time, satisfação, lealdade, percepção de risco, envolvimento, motivação) que influenciam o comparecimento de público aos estádios e arenas do Brasil, mensurado aqui por meio da intenção de compra de ingressos para um jogo de futebol. Foi adotado o método quantitativo descritivo estrutural como procedimento metodológico e a pesquisa foi efetuada através do envio de questionários eletrônicos. Optou-se pelo método de modelagem de equações estruturais (MEE) para caracterização dos fatores e pela análise dos mínimos quadrados parciais (PLS) para validar as hipóteses. Os resultados encontrados demonstram que quanto maior a identificação do consumidor esportivo com seu time, maior é o impacto na satisfação em ir ao estádio, aumentando a sua lealdade com o time, fazendo com que essa inter-relação entre os três construtos aumentem a intenção de compra de ingressos para um jogo de futebol. Além disso, foi detectado que quanto maior a percepção de risco, menor a intenção de compra de ingressos. Também foi detectado que quanto maior o envolvimento do consumidor esportivo com o futebol, maior a intenção de compra de ingressos. O único construto que não teve impacto na intenção de compra foi a motivação. Uma das principais implicações acadêmicas foi a comprovação de que a identificação com o time pode ser um preditor da satisfação, e que a inter-relação entre os construtos identificação com o time, satisfação em ir ao estádio e a lealdade com o time possui alto impacto na decisão de compra de ingressos por parte do consumidor esportivo. Outra implicação acadêmica foi detectar que a percepção de risco impacta negativamente na decisão de compra, mesmo entre os torcedores que frequentam estádios e arenas, bem como a constatação de que quanto mais envolvido com o futebol o torcedor for, maior o impacto em sua decisão de compra de ingressos. Em relação às contribuições gerenciais, a principal sugestão é criar um departamento de inteligência do torcedor dentro da estrutura dos clubes de futebol. Esse departamento seria o responsável em medir, entender, relacionar-se com o torcedor e definir estratégias de acordo com o nível de identificação, lealdade, satisfação e envolvimento, sempre com o objetivo de aumentar as receitas baseado nos níveis comportamentais de cada grupo de consumidor.

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Greene, Amanda, Kason O’Neil, Kylie Russell, and Brian Johnston. "Buying in: Analyzing the First Fan Adopters of a New National Collegiate Athletic Association (NCAA) Division I Football Program." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/4044.

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Establishing a strong fan base within the inaugural year of a National Collegiate Athletic Association (NCAA) Division I Football Program presents many challenges. Tracking consumers and their behavior becomes imperative as sport marketers seek to better understand the first fan adopters of a new program. With new NCAA football programs being established every year, sport marketers of a new program are challenged to not only find a loyal fan-base who will continue to support the program despite win or lose, but find new and innovative ways to grow their fan base. The purpose of this study was to examine attendance demographics and consumer behavior for the inaugural football season at a NCAA Division 1 program. Data were collected (n = 914) from a relatively equal distribution of fan groups (students- 34.8%, alumni- 32.9%, and other- 32.3%) via an in-person survey completed on a tablet interface. Results demonstrate that the level of fandom (temporary, devoted, or fanatic) impacts certain consumer behaviors, including; overall support of the program, media consumption, and game day behaviors.

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Martínez, Bárbara, and Sara Pérez. "Consumer Behaviour." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1595.

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The aim of this work is to understand the consumer behaviour. The research is going to be focus on the factors that influence the consumers behaviour. The purpose of this paper is to know the different aspects that the consumers have into account when they decide to use a certain product.

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Lourenço, Jacqueline Areal. "Children consumer behaviour field lab: the Nestum consumer." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10285.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The goal of this work project is to help Nestum understand its consumers as to better comprehend the needs, tastes and routines of the target consumer, children with ages between 6 and 10. Knowing one's consumers is vital to stay relevant and also understand how to innovate and differentiate in a day and age where private labels are increasingly becoming consumed which has a negative impact on brands such as Nestum. Additionally with the ever more diverse and connected worlds, cultures and habits are being changed which affect how, when and what products are consumed. In conclusion, the main goal of this work project is to understand what children are eating, what are their routines and habits as to help Nestum remain relevant as a brand with a strong cultural attachment in Portugal.

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Hasslinger, Anders, Selma Hodzic, and Claudio Opazo. "Consumer Behaviour in Online Shopping." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4715.

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The Internet has developed into a new distribution channel and onlinetransactions are rapidly increasing. This has created a need to understand howthe consumer perceives online purchases.The purpose of this dissertation was to examine if there are any particularfactors that influence the online consumer. Primary data was collected througha survey that was conducted on students at the University of Kristianstad.Price, Trust and Convenience were identified as important factors. Price wasconsidered to be the most important factor for a majority of the students.Furthermore, three segments were identified, High Spenders, Price Easers andBargain Seekers. Through these segments we found a variation of the differentfactors importance and established implications for online book stores.

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Jeub, Lucas G. S. "Networks, communities, and consumer behaviour." Thesis, University of Oxford, 2015. https://ora.ox.ac.uk/objects/uuid:15a20771-8844-4b01-b187-0b8d411bc457.

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Networks are an abstract representation of connections (the "edges") between entities (the "nodes"). One can represent many different types of data in this way, including many social, biological, technological and physical systems. Examples we discuss in this thesis include networks of friendship ties between individuals on Facebook, coauthorship networks between scientists, and similarities in voting patterns between members of the US Congress. Analysing intermediate-sized (or "meso-scale") features often reveals insights about a network's structure and function. A particular type of meso-scale feature are "communities", where one typically thinks of a community as a set of nodes that is particularly "well-connected" internally but has "few" connections to other nodes in a network. A complementary interpretation of a community is as a set of nodes that "trap" a diffusion-like dynamical process for a "long" time. Based on this dynamical interpretation, we investigate "size-resolved community structure" in networks by identifying bottlenecks of locally-biased dynamical processes that start at seed sets of nodes. By sampling many different local communities for different seeds and different strengths of the locality bias of the dynamical process, we obtain a picture of the way communities at different size scales compare in a network. This "size-resolved community structure" provides a signature of community structure in a network and its qualitative features are related to the way local communities combine to form the larger scale structure of a network. For many data sets, ordinary networks are not sufficient to represent the detailed connectivity patterns. For example, connections often evolve over time and one may have different types of connections between the same entities. Multilayer networks provide a framework to represent these different types of situations. The perspective of communities as bottlenecks to dynamical processes extends in a natural way to multilayer networks and we use it to illustrate that two types of random walk on a multilayer network that have been used as the basis for identifying communities in a multilayer network correspond to very different notions of what it means for a set of nodes to be a good multilayer community. This exemplifies the need for multilayer benchmark networks with known community structure to compare the ability of different methods to identify intuitive community structure. We propose a method for generating benchmark networks with general multilayer structure and use it as the basis for a preliminary comparison of different multilayer community detection methods. Finally, we use multilayer community detection to analyse survey data about people's perception of their hair. One key advantage of this type of data compared to most traditional network data sets is that we have a large number of potential explanatory variables that we can use to interpret the results of identifying communities which allows us to identify some potentially interesting hypothesis.

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Dizdarevic, Goran. "Data Fusion for Consumer Behaviour." Thesis, KTH, Matematisk statistik, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-209247.

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This thesis analyses different methods of data fusion by fitting a chosen number of statistical models to empirical consumer data and evaluating their performance in terms of a selection of performance measures. The main purpose of the models is to predict business related consumer variables. Conventional methods such as decision trees, linear model and K-nearest neighbor have been suggested as well as single-layered neural networks and the naive Bayesian classifier. Furthermore, ensemble methods for both classification and regression have been investigated by minimizing the cross-entropy and RMSE of predicted outcomes using the iterative non-linear BFGS optimization algorithm. Time consumption of the models and methods for feature selection are also discussed in this thesis. Data regarding consumer drinking habits, transaction and purchase history and social demographic background is provided by Nepa. Evaluation of the performance measures indicate that the naive Bayesian classifier predicts consumer drinking habits most accurately whereas the random forest, although the most time consuming, is preferred when classifying the Consumer Satisfaction Index (CSI). Regression of CSI yield similar performance to all models. Moreover, the ensemble methods increased the prediction accuracy slightly in addition to increasing the time consumption. I den här uppsatsen undersöks olika metoder för data fusion genom att anpassa ett antal statistiska modeller till empirisk konsument data och evaluera modellernas prestationsnivå med avseende på ett antal statistiska mått. Syftet för modellerna är att prediktera affärsrelaterade konsumentvariabler. I denna rapport har konventionella metoder såsom beslutsträd, linjära modeller och metoden med de närmsta grannarna föreslagits samt enkelskiktade neurala nätverk och den naiva bayesianska klassificeraren. Vidare har även ensemble metoder för både klassificeringar och regressioner undersökts genom att minimera korsentropin och RMSE av predikterade utfall med den iterativa icke-linjära optimeringsalgoritmen BFGS. Tidskonsumtion för modellerna och metoder för selektion av prediktorer har också diskuterats i rapporten. Data gällande konsumenternas alkoholvanor, transaktion- och köphistorik samt social demografiska bakgrund har försetts av Nepa. Evaluering av prestationsmåtten visar att den naiva bayesianska klassificeraren ger de mest precisa prediktionerna av konsumenternas driksvanor medan random forest, fastän den mest tidskrävande, är föredragen vid klassifiering av Nöjd Kund Index (NKI). Regression av NKI resulterade i likartad prestations nivå för samtliga modeller. Ensemble-metoderna gav en lätt ökning av prediceringsprecision samt en ökad tidskonsumtion.

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Uitenbroek, Daan Gerard. "Exercise behaviour." [S.l. : [Groningen] : s.n.] ; [University Library Groningen] [Host], 1995. http://irs.ub.rug.nl/ppn/141156163.

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Sabaliauskienė, Lina. "Vartotojų elgsena Šiaulių miesto sporto paslaugų sferoje (privačių ir visuomeninių sporto klubų atžvilgiu)." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080926_181342-19230.

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Magistro darbe, remiantis Lietuvos ir užsienio autorių darbais, išanalizuota vartotojų elgsenos objektas kitų mokslų atžvilgiu, išsiaiškinti vartotojų elgsenai įtaką darantys išoriniai ir vidiniai veiksniai, bei vartotojų sprendimo priėmimo etapai. Išanalizuota sportinė veikla bei sporto paslaugų ir marketingo sistema. Praktinėje tyrimo dalyje identifikuoti ir įvertinti privačių ir visuomeninių sporto paslaugų vartotojų elgsenos veiksniai, įtakoję lankytojų apsisprendimui pasirenkant sporto klubą. Nepasitvirtino pirma autorės suformuluota hipotezė, jog privačių sporto klubų pasirinkimą sąlygoja prieinamos kainos; pasitvirtino antra hipotezė, jog visuomeninių sporto klubų pasirinkimą lemia draugų, pažįstamų rekomendacijos renkantis sporto klubą. Atlikus tyrimo metu gautų duomenų analizę, darbo pabaigoje pateiktos abibendrintos išvados ir rekomendacijos, kurios gali būti naudingos privačių ir visuomeninių sporto klubų vadovams, siekiantiems geriau pažinti sporto paslaugų vartotojų elgseną. In this master‘s work it‘s analysed object of consumers behaviour in respects of other sciences, developed external and internal factors that makes influence to a consumers behaviour, also consumers stages in making decisions, upon to works of lithuanian and foreign authors. In the practical part it‘s identified also estimated factors of consumers behaviour in privat and public sport clubs, that made influence to aconsumers decision choosing them. First author‘s hypothesis, that choosing privat sport club causes reasonable prices, didn‘confirmed. But it confirmed second hypothesis, that choosing public sport club, causes frieds recomendations. After analysis of datas given from research, at the end of work, it was given generalized conclusions and recomendations, that can be useful for a privat either public sport clubs leaders, who are trying to know more about sport clubs consumers behaviour.

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Baba, Jatong Ahmed. "An examination of the influence of personal values and ethnic identity on black students' sport consumption behavior." Columbus, Ohio Ohio State University, 2003. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1064522894.

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Thesis (Ph.D.)--Ohio State University, 2003. Title from first page of PDF file. Document formatted into pages; contains ix, 176 p.; also includes graphics (some col.). Includes abstract and vita. Advisor: Ketra L. Armstrong, College of Education. Includes bibliographical references (p. 154-166).

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Ayalew, Romel. "Consumer behaviour in Apple's App Store." Thesis, Uppsala universitet, Institutionen för informatik och media, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-166547.

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Mobile applications stores such as Apple’s App Store and Google’s Android Market revolutionized the distribution of applications for mobile devices. However, with thousands of application submissions, limited testing resources and the lack of an effective filtering mechanism, application stores suffer from information overload and a risk of releasing poor quality applications that could create confusion to consumers and may seriously affect the App store markets. Thus concern has been raised whether applications have been developed according to the need and interest of consumers. Therefore, the purpose of this study was mainly to identify and get insight into the main factors that mobile application consumer takes into consideration when purchasing mobile applications from the desktop iTunes App Store and the mobile App Store on the iOS devices: iPhone, iPad and iPod Touch. In this study both qualitative and quantitative case study approach was used. Accordingly twelve participants were selected from Stockholm and Uppsala area and their behaviour in the Apple’s App Store from the desktop iTunes and the mobile App Store on iOS devices was observed and recorded. Additionally questionnaires were administered to all participants in order to gather the necessary information. Consumers on the App Store behave differently depending on the unit they are using. This is because applications on the App Store are presented differently in the desktop iTunes App Store and the mobile App Store on the iOS devices. The study shows that young consumers with lower income purchase apps more frequently than the consumers with higher income. It also shows that consumers often consider the description, the screenshots, and the ratings when they are interested in buying applications. Furthermore consumers take a look more on ratings in the list on the iPhone and iPad App Store because the ratings are not shown in the list on the iTunes App Store. Similarly consumers tend to read the customer reviews more on the iTunes and iPad App Store as the customer reviews on the iPhone App Store is displayed in another page. Consumers were found to be more attracted by visual elements that they are already familiarized with, apps with famous logos and known fonts and styles but also to coherent and descriptive app names and strong colors (i.e. red, green, yellow, black and blue, respectively). The majority of the participants found the iTunes App Store messy and cumbersome to use. They preferred using the iPad App Store because they found it to be a good mixture of both iTunes and iPhone App Store but also because it has more options to consider. Although consumers behave differently depending on the unit they are using, the visual element of the apps, prior knowledge of consumers about the name of the apps, ratings, easy accessibility of screenshots and customer reviews of the apps were found to be the main factors to be considered by consumers when they visit app stores for purchase. Thus application developers and digital magazine publishers should consider these consumer behaviours in order to influence more downloads and successfully sell apps on the app stores.

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El, Said Ghada Refaat. "Cultural effect on electronic consumer behaviour." Thesis, Brunel University, 2006. http://bura.brunel.ac.uk/handle/2438/412.

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The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to ecommerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for un-explored cultures. To help to identify salient components of the phenomenon, a three-study exploratory phase, that included: interviews, a survey, and card sorting sessions, was undertaken. The exploratory results highlighted the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e-commerce. The research hypotheses were then developed based on the exploratory results. Finally, a model testing phase to empirically assess the research hypotheses through a laboratory experiential survey with 370 Egyptian Internet users was undertaken. The experiential survey results support the significant role of the Internet store’s perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high uncertainty avoidance of the consumer is found to be associated with a stronger effect of the store’s reputation on trust, and a stronger effect of store’s familiarity on trust. The research also highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. This research, by providing an understanding of the cultural drivers of e-commerce, contributes to building a theory of consumer’s cultural trust within an Internet store context. The research reports on the development of an integrated cultural trust model that highlights recommendations for expanding the adoption of e-commerce. The systematic research framework, introduced by this research, can be a robust starting point for further related work in this area.

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Mahmood, Ammara. "Essays on consumer behaviour and pricing." Thesis, University of Oxford, 2014. http://ora.ox.ac.uk/objects/uuid:2f99d998-5536-44cc-aae1-99fb97f1a191.

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This dissertation is a collection of five essays examining different aspects of consumer and firm behavior in dynamic markets. The first essay combines clickstreams of users at a major news website with Facebook activity data, to study if social networks complement or compete for online browsing time. This is the first empirical study to show that Facebook activity increases time spent on news sites. Online news consumption is a shared experience, as the activity of social network friends strongly influences the behavior of other network members. We also find that visitors’ own browsing patterns are important predictors of online content consumption. The second essay examines consumer attitudes to risk and uncertainty vis-a-vis their purchase and search decisions for air tickets online. Using a two-stage model of purchase incidence and carrier choice, we find that browsing experience, search costs and product characteristics are important predictors of purchase incidence. Implications for website managers are also discussed. The third essay provides insights on the impact of customer heterogeneity and preference stochasticity on behavior based price discrimination. While customer heterogeneity intensifies competition, resulting in greater price discrimination, preference stochasticity reduces the incidence of price discrimination. Overall, the effect of preference stochasticity is more salient. The fourth essay presents models of strategic interaction to analyze the impact of dominance and concentration on pricing strategies. We show that lack of market dominance is a sufficient condition for discounts to existing customers. We further test our predictions via an experiment with pricing professionals. The behavior of professionals confirms that price discrimination increases with market dominance and concentration; however, lack of dominance is not a sufficient condition for loyalty discounts. We contend that increasing competition is a more effective means of improving consumer welfare compared to regulating dominant firms. The fifth essay considers the role of identity and customer type recognition in influencing pricing behavior in dynamic markets with symmetric and asymmetric players. When customer identity is detectable firms charge higher prices to repeat customers while new customers are offered lower prices. However, pricing behavior changes when information on customer type is available and this behavior varies with market structure. Age, education and experience of managers are also found to significantly influence pricing behavior.

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David, Yigal. "Consumer behaviour in voice based interactions." Thesis, Middlesex University, 2015. http://eprints.mdx.ac.uk/17321/.

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The following technological trends have occurred in parallel and together positioned and enabled the execution of my research: (a) The field of consumer behaviour that focuses on intuitive judgment and perception biases has developed significantly in recent years, (b) Speech and voice technologies have reached a commercial stage, and (c) The Big Data boom and other proprietary data that are owned by large corporates have located the industry in a better position than traditional academic bodies in terms of research capabilities. These global developments have created the opportunity to conduct this research which aims to explore the relationship between voice and speech attributes and consumer behaviour in the context of telephone based call centre interactions. The access to call centre recordings and their derivative analysis has enhanced this research with the unique experience of a practitioner rather than being limited to an at arm’s length theoretical analysis. The research questions aim to identify voice and speech attributes that affect (positively or negatively) customer satisfaction levels, and ways in which a company can utilize these attributes to change the way its call centre staff operate. The research methodology is based on a qualitative survey through which I collected data from a real-world call centre (auditory observation), and a triangulation of this data with that of a focus group session. The data went through a correlation test through a sample survey and a synthesis that processes the research findings into theoretical, published literature. Following these research insights, I have developed a Hidden Forces Model which is based on the findings arising from the research. This model offers an alternative way to operate call centres considering adjustments in social interaction by the service staff in order to impact and optimise customer satisfaction for the benefit of the company.

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Sehib, Khairia A. H. "Consumer food shopping behaviour in Libya." Thesis, University of Newcastle upon Tyne, 2013. http://hdl.handle.net/10443/2289.

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This thesis explores consumer food shopping behaviour in an emerging economy, taking the Libyan case as an example. As in many other emerging economies, Libya’s retail environment has been dominated for generations by traditional markets and small independent stores but has recently witnessed the spread of ‘modern’ formats such as supermarkets. The study draws on both qualitative and quantitative research. The qualitative research provided evidence of a complex picture, highlighting significant variations, from family to family and geographically, in the social acceptability of females shopping at traditional markets and other retail formats. In Libya, food shopping has traditionally been a task for male household members, with traditional markets regarded as inappropriate spaces for females. However the safer, cleaner, and less crowded environment offered by large supermarkets contributed to some women feeling more comfortable shopping for food and henceforth being able to shop as independent consumers. Traditional culture, rather than constraining the spread of supermarkets, may act as a facilitator of the growing popularity of supermarkets in Libya. The main quantitative research instrument was a self-administered questionnaire of Libyan food shoppers in Benghazi city. 371 completed questionnaires were obtained. Factor analysis revealed 12 factors that underlie the reasons consumers go shopping for food. The application of cluster analysis to the dimensions factor scores revealed six segments of food shoppers. The characteristics of each cluster were described by average factor scores on the dimensions of shopping motivations, demographic characteristics, and behavioural variables. The most important retail outlet attributes in the choice of where to buy food were, in descending order, food safety, quality of products, quality of service, speed of service, and variety of products. The findings also indicated that on all items supermarkets performed the best; except for freshness of products and in-store credit (traditional markets were perceived as superior on freshness of products and independent stores for in-store credit). Only for one attribute (car parking) were differences in the mean scores between supermarkets, traditional markets and independent stores not statistically significant. ii Econometric modelling considered the possible relationships between shopping behaviour and the demographic and socioeconomic characteristics of the respondents. This confirmed a major finding of the qualitative research - that females were significantly less likely than males to visit traditional markets and spent proportionally more in supermarkets. Supermarket visitors were more concerned with social acceptability whereas, patrons of traditional markets placed greater emphasis on freshness. Heavy users of independent stores placed greater emphasis on in-store credit.

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Lundgren, Fredrik, and Emma Järnkrok. "Från sällan till ofta : En fallstudie inom professionell idrott om sporadiska besökares konsumtion." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-130111.

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Problemformulering: Idag råder en negativ trend gällande antalet åskådare för en majoritet av organisationerna inomprofessionell ishockey i Sverige. Då publiken utgör en viktig del i ett matchevenemang, både ekonomiskt och upplevelsemässigt, är detta en problematisk utveckling. Tidigare forskning visar att den del av publiken som besöker ett matchevenemang 1-3 gånger per säsong är en fördelaktig grupp att påverka för att öka dess konsumtion. Däremot har den tidigare forskningen primärt studerat besökare inom professionell idrott i generella termer alternativt fokuserat på hängivna fans samt haft en kvantitativ forskningsstrategi. Syfte och frågeställningar: Studiens syfte är att djupare förstå de sporadiska besökarna och undersöka hur varumärket kan användas för att påverka dem till att gå oftare.• Vilka faktorer som påverkar konsumtionen lyfts fram av sporadiska besökare?• Hur kan kunskapen om de identifierade faktorerna användas för att få den sporadiska besökaren att gå oftare utifrån ett varumärkesperspektiv? Metod: Med en kvalitativ forskningsstrategi och en deduktiv ansats med induktiva inslag har denna studie genomfört tolv semistrukurerade intervjuer. Respondenterna i denna studie är besökare av fallorganisationens ishockeymatcher och går på 1-3 matchevenemang per säsong. Resultat: Denna studie har uppmärksammat ett antal faktorer som genom varumärket kan påverka den sporadiska besökarens konsumtion. Studien har identifierat stämning som ett konsumtionsmotiv hos en grupp av sporadiska besökare samt att studien funnit olika varianter av det socialamotivet och preferenser av matchresultatets karaktär. Vidare har studien funnit att en grupp sporadiska besökare har en hög kunskapsnivå gällande ishockey och till sist har studien ävenfunnit djupare beskrivningar av verklighetsflykt och underhållning vilka även de är faktorer som påverkar sporadiska besökares konsumtion. Forskningsbidrag: Denna studie ger detaljerade beskrivningar av sporadiska besökares konsumtionsbeteende och varumärkesassociationer inom professionell idrott. Vidare bidrar studien med kompletterande indikationer av faktorer som påverkar de sporadiska besökarnas konsumtionsfrekvens av matchevenemang. Problem definition: Today there is a negative trend regarding the number of spectators among a majority of the organizations within professional ice hockey in Sweden. This is a problematic development since the spectators play an important part for the event of the games, both financially and experientially. Previous research shows that the customer segment which visits one to three games per season is a favorable group when it comes to increasing their consumption. Though, previous research has fore most studied spectators in general terms or have had the devoted fansas main focus. Furthermore, the previous research has primarily been quantitative regarding its research strategy. Aim and research questions: The aim of the study is to gain a deeper understanding of low frequent spectators and understand how the brand can be used in order to influence them to go more often.• Which factors, which influence the consumption, is described by the the low frequent spectators?• How can the knowledge of these identified factors be used in order to influence the low frequent spectator to visit more often from a brand perspective? Methodology: With a qualitative research strategy and a deductive, with element of inductive, research approach, this study has completed twelve semi-structured interviews. The respondents are spectators of ice hockey games of the organization which this study have studied and who visits 1-3 games per season. Results: A number of factors which can influence the low frequent spectators’ consumption through the brand have been noticed through this study. The atmosphere has been identified as a consumption motive among a group of low frequent spectators and the study has also found different versions of the social motive as well as preferences for the nature of the games results. Furthermore, the study has found a group of low frequent spectators which has a high level of knowledge about ice hockey. Finally, the study has also found deeper descriptions of escape and entertainment which also are factors which influence the consumption among a group of low frequent spectators within professional sports. Research grants: This study provides detailed descriptions of low frequent spectators’ consumer behavior and brand associations within professional sports. Furthermore, the study provides additional indications of factors which affect the low frequent spectators’ consumption regarding games.

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Annell, Jonas, and Felix Terman. "Finding the CSR Sweet Spot : Establishing a Measurement for the Consumer Demand for CSR." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-15757.

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The concept of CSR is increasingly important in society, and firms are expected to be profitable while ethical. Deciding how to best engage in CSR activities can be difficult, but using a supply-and-demand framework can help firms to maximize their CSR activities. However, the demand for CSR has been proven difficult to measure, but can perhaps be established when dividing the demand into different components. The purpose of this study is therefore to investigate how consumer awareness, attitude, and buying behavior, in relation to CSR, affect each other; to establish a measurement for consumer demand for CSR. To find an answer, an explanatory and a deductive research approach was used and consumers were surveyed in a quantitative study to establish a measurement for the consumer demand for CSR. This study provides both managerial and theoretical implications to the field of CSR. The theoretical implication lies in contributing empirical evidence into the discussion of supply-and-demand for CSR. Practically, this study informs managers, in the fast fashion industry, that consumer attitude can be used as a measurement when establishing the consumer demand for CSR. It is suggested for future research that it would be interesting to use other control variables to further elaborate on the findings of this study.

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Svensson, Karolina, and Nathalie Myhre. "Insights about the Swedish ethical consumer : a study on consumer behavoiur towards fairtrade coffee." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9690.

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Fairtrade is one way to reach sustainable development in emerging countries, for example South America and Africa. Lately, Fairtrade has become highlighted and popular. This has led to studies on consumers’ view on Fairtrade, for instance in Belgium and America. Among the previous studies, the ethical consumer has been identified. At the moment, there is no research done in Sweden on who the Swedish Ethical Consumer is, regarding purchases of Fairtrade coffee. Therefore, with this thesis we want to fill the research gap on identifying the Swedish Ethical Consumer and which factors that influence him or her in the purchase decision. The study was performed on Swedish coffee consumers on Facebook. Different factors such as consumer related, environmental related, and product related, are measured to see if there is any relationship between these factors and how they influence the Swedish Ethical Consumer. With help from a snowball sampling technique and a self-administrated survey, 111 answers were collected. From that, we could identify the Swedish Ethical Consumer, given this sample. The result showed that product and demographics seemed to be the most affecting factors on ethical consumer behaviour. For this sample, brand (taste) of the product was by far the most popular product related factor to consider when buying coffee. From the environmental factors, the demographics were of greatest matter. Attitudes and knowledge were the most important consumer related factors. It seems like a majority of the respondents who think that Fairtrade is important (attitudes) also do buy Fairtrade coffee. Also, the respondents who possess much information (knowledge) about it tend to buy it. This study contributes to fill the gap in the lack of studies of Swedish Ethical Consumer behaviour. The conclusions can be used as a guideline and tool for companies to brand a new product. It could also be helpful for organisations to provide more information about Fairtrade to the consumers.

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Abley, Jennifer. "Stated preference techniques and consumer choice behaviour." Thesis, Cranfield University, 2002. http://hdl.handle.net/1826/4063.

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This PhD thesis examines the way in which individuals make choices during stated preference experiments (commonly referred subsets of which are called stated choice methods, conjoint analysis and trade-off analysis). Stated preference experiments ask respondents to rank, rate or choose between different product/service options, which are made up of a number of attribute mixes. The responses made by individuals within these experiments allow researchers to estimate consumer preferences. This thesis traces the historical background of stated preference experiments, from the field of utility theory and experimental economics. An understanding of this historical background explains the reliance by practitioners on the assumption that respondents make rational choices during the stated preference experiment (where all the information presented to them within the experiment is traded off in order to come to an overall preference). In light of considerable research evidence within the field of psychology that consumers do not do not conform to this economic concept of rational choice, and recent criticisms within recent stated preference literature, this thesis identifies the choice strategies employed by respondents during three stated preference experiments, where attributes were represented in different ways. Choice based stated preference experiments designed as the context for this research, measure consumers preferences for a newly developed fuel-efficient vehicle, with attributes currently unavailable in the marketplace. The experiments were presented to respondents as a series of choices between the newly developed vehicle and another currently available in the marketplace, described in terms of a number of attributes. The experiments were implemented using `think-aloud' protocol to allow the identification of respondent's choice strategies. The research successfully identifies the choice strategies employed by respondents during the stated preference experiments, and in support of recent criticisms within stated preference literature, finds significant deviations from the economic concept of rational choice. Furthermore, significant differences between the choice strategies employed by respondents are identified between the experiments where the appearance of the vehicles is represented in different ways. Using response data that is simulated to mirror the respondent choice strategies identified in each of the three stated preference experiments, the research tests the implications of these choice strategies on the estimation of consumer utility models. The research identifies significant differences between the parameter estimates derived from responses simulated assuming different choice strategy profiles. The research also identifies significant improvements in the estimated parameter values when the identified choice strategies are used in the analysis of the response data, rather than using the assumption of rational choice as an approximation. This suggests that stated prelcrence practitioners might improve model estimation by identifying the choice strategies used by respondents to inform the analysis of stated preference response data.

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Stewart, Christopher. "Modelling and comparing OECD countries' consumer behaviour." Thesis, London Metropolitan University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.297585.

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This thesis seeks to model and compare OECD countries' consumer behaviour. We build REPIHIRELCH and ECM formulations using long time-series based solely upon private sector measures of income for twenty OECD countries. No previous study features such a broad coverage of private sector data and models. Using the Johansen procedure we build structural ECMs based upon consumption, income and inflation allowing for heterogeneous dynamics across countries and considering whether an intercept should be included in, or excluded from, the cointegrating vector. Models embodying asymmetric nonlinear adjustment towards equilibrium are also developed. We are not aware of any previous study which considers such flexibility of specification for twenty OECD economies. \Ve build ECMs consistent with valid error-correction behaviour for eighteen countries and find evidence favouring asymmetric/nonlinear adjustment for twelve countries. We derive a REPIHfRELCH model in logarithmic form to allow for current income consumers, durable expenditures and intertemporal substitution. We are aware of no previous study which simultaneously allows for all three of these features in a REPIHIRELCH model. This model is estimated with both GMM and IV methods. A proportion of current income consumers is found for all twenty countries and, in addition, accommodation for durability is evident for two economies. There is no evidence of intertemporal substitution. Regressions are employed to explain the cross-country variations in the models' estimated parameters. We are not aware of any previous study attempting to explain variations in estimated elasticities from an ECM. We are able to explain the cross-country variations in the long run income and inflation elasticities but not the short run income and inflation elasticities or the adjustment coefficient. Only one previous study considers whether the cross-country variation in the estimated proportion of current income consumers can be explained by liquidity constraints. We use a broader range of proxies for liquidity constraints and additionally consider income uncertainty as a potential explanation. Application of iterative NL3 SLS to the whole panel reveals that both factors explain the cross-country variation in this proportion.

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Reeler, Rachelle Tanith. "Consumer behaviour typology of members of health and fitness centres." Diss., 2019. http://hdl.handle.net/10500/26625.

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Abstracts in English, Afrikaans and Xhosa Consumers are an important part of business and understanding their behaviour, wants, and needs plays a vital role in the success of any business. This study focussed on the health and fitness industry in South Africa and the consumers making use of their services, as well as the non-users of these services. The primary objective of this study is to develop a consumer typology for health and fitness centres, based on the consumer behaviour of its members. Non-gym member responses were also solicited. A questionnaire was developed and sent out via email and Facebook, using convenience and snowball sampling to gather quantitative data. In total, 209 responses were received of which 98 were gym members and 111 not. Various statistical analyses were conducted on the data. A factor analysis was done to create a more manageable number of variables, while a cluster analysis was done to indicate whether certain profiles existed within the data. Cross-tabulations were carried out on the profiles to identify any significant differences in terms of their consumer behaviour. A T-test was performed to determine whether any differences existed regarding the choice of a specific health and fitness centre, while two binary logistical regressions were done to identify which factors could predict gym membership. The results indicated that two distinct gym member profiles, and two non-gym member profiles, could be identified. Verbruikers is ŉ belangrike deel van besigheid en ŉ deeglike begrip van hul gedrag, begeertes en behoeftes speel ŉ deurslaggewende rol in die sukses van enige sakeonderneming. Hierdie studie fokus op die gesondheid- en fiksheidbedryf in Suid-Afrika, die verbruikers wat van hierdie dienste gebruik maak, asook dié wat nie daarvan gebruik maak nie. Die hoofoogmerk van hierdie studie is om ŉ verbruikertipologie vir gesondheid- en fiksheidsentrums te ontwikkel op grond van die verbruikersgedrag van die lede. Niegimnasiumlede is ook aangemoedig om deel te neem. ŉ Vraelys is ontwikkel en via e-pos en Facebook versprei. Gerieflikheid- en sneeubalsteekproefneming is gebruik om kwantitatiewe data in te samel. Altesaam 209 response is ontvang, waarvan 98 gimnasiumlede is en 111 nie gimnasiumlede is nie. Verskeie statistiese ontledings van die data is uitgevoer. ŉ Faktorontleding is gedoen om ŉ meer hanteerbare aantal veranderlikes te kry, terwyl trosontleding gebruik is om te bepaal of daar sekere profiele in die data bestaan. Kruistabellerings is op die profiele uitgevoer om enige noemenswaardige verskille ten opsigte van hul verbruikersgedrag te identifiseer. ŉ T-toets is gedoen om te bepaal of daar enige verskille rakende die keuse van ŉ spesifieke gesondheid- en fiksheidsentrum is, terwyl twee binêre logistieke regressies gedoen is om te identifiseer watter faktore gimansiumlidmaatskap kan voorspel. Die resultate het getoon dat twee afsonderlike gimnasiumlidprofiele, en twee nielidprofiele, geïdentifiseer kan word. Badiriši ke karolo ye bohlokwa ya kgwebo gomme go kwešiša maitshwaro a bona, dihlokwa le dinyakwa go bapala karolo ye bohlokwa katlegong ya kgwebo efe le efe. Nyakišišo ye e lebantše go intasteri ya maphelo le tša boitekanelo ka Afrika Borwa, badiriši bao ba šomišago ditirelo tša yona, le bona bao ba sa šomišego ditirelo tše. Maikemišetšomagolo a nyakišišo ye ke go bopa thaepolotši ya badiriši ba disenthara tša maphelo le tša boitekanelo, go ya ka maitshwaro a badiriši ba maloko a tšona. Dikarabo tša maloko a go se šomiše lefelo la boithobollelo le tšona di kgopetšwe. Lenaneopotšišo le dirilwe gomme le rometšwe ka imeili le Facebook, go šomišwa sešupo sa boiketlo le sa koketšo go kgoboketša datha ya khwalitheithifi. Ka moka, go amogetšwe dikarabo tše 209 tšeo 98 ya tšona e lego ya maloko a lefelo la boithobollelo gomme tše 111 ga se tša maloko. Ditshekatsheko tša go fapana tša dipalopalo di dirilwe godimo ga datha. Tshekatsheko ya dintlha e dirilwe go bopa palo ye e laolegago bonolo ya dintlha, mola tshekatsheko ya sehlopha e dirilwe go laetša ge eba diprofaele tše itšeng di gona ka gare ga datha. Mekgwatshekatsheko ya go fapana e dirilwe godimo ga diprofaele go hlaola diphapano dife le dife tše bohlokwa go ya ka maitshwaro a bona a bodiriši. Teko-T e dirilwe go laetša ge eba go bile le phapano efe le efe mabapi le kgetho ye itšeng ya senthara ya maphelo le boitekanelo, mola dikakanyo tša lotšistiki tša go menagana gabedi di dirilwe go hlaola ntlha yeo e kago bonelapele boleloko bja lefelo la boithobollelo. Dipoelo di laeditše gore diprofaele tše pedi tša go fapana tša maloko a lefelo la boithobollelo, le diprofaele tše pedi tše e sego tša maloko a lefelo la boithobollelo, di ka hlaolwago. Business Management M. Com. (Business Management)

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whe, chen min, and 陳明輝. "A Study on Consumer Behavior for Sport Drink." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/83009394804648015320.

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碩士 國立臺北大學 企業管理學系 91 The study investigates the purchase behaviors of the sport drink and divides the whole sport drink market properly into several segments. The characteristics and behaviors of the consumers in each segment are then analyzed and described that it may help the service providers choose their adequate marketing strategy. For this purpose, EKB model is used as a conceptual frame, and AIO lifestyle variables are used as a basis of market segmentation. According the samples we acquired, we adopted several statistical methods to analyze our research data, such as Factor Analysis, Cluster Analysis, One-way ANOVA, One way MANOVA, Chi-Square Analysis …ect. By factoring analysis, eight factors are extracted from lifestyle variables ; four factors are extracted from attribution variables And five consumer groups are separated out by clustering analysis. The results show that: 1.with Chi-Square test and variance analysis, the sport drink consumers can be segmented effectively by the lifestyle variances. 2. The purchase motivation of the buyers in each market segment is not significantly different. 3. The demographics variables: gender; age ;education and income in each segment are significantly different. 4.The purchase decision making variables: information gathering ; attribution of sport drink and some of consumption decision are significantly different. Finally based on the present investigation, marketing strategy is proposed for the five segmented market.

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Min, Tsai Keng, and 蔡耿旻. "Exploring Consumer Behavior of Sport Gambling in Central Taiwan." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/72170738837214695594.

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碩士 大葉大學 運動事業管理學系 101 Abstract In Taiwan, there is a popular sports game market demand that has existed for a long time, a large population prefers to watch sports competitions and participate in sports betting in their favorite events . The purpose of this study was to explore the consuming behavior of sports gambling with survey methods in Central Taiwan, total of 300 valid questionnaire were received. The SPSS with descriptive statistics, independent sample t test, one-way ANOVA, and chi-square analysis were utilized in testing of samples for analysis. The results obtained are as follows: 1.The majority of sports gambling consumer are males; ages from 18 to 25 years; like watching baseball games and play basketball. 2. Sports betting behavior, most of the them had betting experience for one year or less, spent a maximum of $ 1,000 for each bet on one sport event. 3. The longer experience they had in sports betting, the higher bet and more betting event target were purchased each time either in sports gambling or sports lottery. Based on the above results, the researchers recommended that the government sports lottery should enhance competitiveness, increase sports lottery betting play and provide diversified sporting events in responsing the demands of sports game consumer. Keywords: Sports Betting, Sports Lottery

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Hong, Shao-Jie, and 洪紹傑. "Exploring Sport Consumer''s Emotional Attachment and Alleghiant Behavior." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/22573619420904290257.

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碩士 國立高雄第一科技大學 行銷與流通管理研究所 101 Past studies hardly investigated the antecedents and consequences of sport event attachment. Based on PCM theory, this study aims to explore the impacts of participants’ self-image congruency with sponsoring brand, event attraction, destination attraction, event familiarity and flow experience on the sport event attachment in a titled sponsoring event. Furthermore, we examined the effect of the event attachment on loyal attitudes including future event re-participation, destination revisit intention, and the sponsoring brand preference. The mediation effect of sport event attachment between its antecedents and consequent attitudes was also examined. Data with 155 valid samples was collected from participants who attended “2011 BaGua Mountain Merida cup & Bicycle Festival.” The test of hypotheses was done by using Partial Least Square (PLS) procedure with Smart-PLS 2.0M3. The results indicated that these participants’ self-image congruency with sponsoring brand, event attraction, destination attraction, event familiarity and flow experience have a positive effect on his/her event attachment resulting in future event re-participation, destination revisit intention and preference towards the titled sponsoring brand. The titled event attachment plays a mediating role on the relationship between five antecedents (motives) and three loyalty attitudes. Moreover, event attachment completely mediates the effect of participants’ self-image congruency with sponsoring brand on their future event participation, and the effect of flow experience on preference towards the titled sponsoring brand. The managerial implications of this study provide insights for companies holding titled sponsorship as well as local governments pushing forward the destination marketing.

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Mathaba, Ryan Lesetja. "Store selection criteria amongst black consumers in the purchase of sportswear apparel in Soweto and the relationship with store satisfaction and loyalty." Thesis, 2013. http://hdl.handle.net/10352/264.

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M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology. Research on apparel store choice and patronage has been widely studied locally and internationally. However, it is still important to understand consumers’ purchase behaviour and to develop appropriate retailing strategy. South Africa is currently experiencing a substantial growth in retail infrastructure especially in townships. Formal retailers are now expanding into township markets. Most of those retailers differentiated themselves from their competitors by developing a corporate identity, inter-alia through their store image. The purpose of the research was to examine apparel store selection criteria amongst black consumers in Soweto. In addition, this research examined the relationship between store satisfaction and loyalty. The literature review focuses on consumer behaviour variables and store image variables influential in store selection. The review was necessary to provide an overview of how consumers decide where, how and when to shop. A structured questionnaire was used to collect data from 489 respondents who were selected using non-probability convenience sampling. The sample size comprised sportswear apparel shoppers (blacks), both male and female, 18 years and older who patronised three shopping malls, namely Protea Gardens, Southgate, and Jabulani Mall. Data were analysed using Exploratory Factor Analysis (EFA), mean rankings, the Mann Whitney U test, correlation analysis and regression. Six factors were found to be appropriate to capture the dimensions of store selection. These factors were labelled sales assistant, store atmospherics, store appeal (interior/exterior), in-store induced appeals, promotion/brand availability and store accessibility. Furthermore, the data obtained revealed a strong linear relationship between satisfaction and loyalty as well as significant relationship amongst the dimensions of store selection. Regression analysis revealed that promotion/brand availability and store satisfaction are strong predictors of loyalty. The Mann Whitney U test revealed no significant difference in the store choice dimensions between female and male respondents. The recommendations arising from the current study could help retailers understand what motivates shoppers to select one store amongst other stores. The identification of in-store and out-of-store activities that encourage consumers to stay store loyal, are critical to the success of retail businesses. Future studies may be extended on the purchase of other products apart from sportswear items.

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Ballouli, Khalid. "Building Sport Brands with Music: The Impact of Sport Brand Music on the Shopping Behaviors of Sport Consumers." Thesis, 2011. http://hdl.handle.net/1969.1/ETD-TAMU-2011-08-9877.

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This study examined the effects of sport brand music on the shopping behaviors sport consumers. Sport brand music is custom-designed music that embodies the attributes and characteristics of the sport brand, and plays a formative role in priming concepts related to the sport brand in the minds of sport consumers. Since sport brand music features song lyrics directly related to the sport brand, the purpose of this research was to examine the effects of sport brand music on shopping-related outcomes in an online retail store. Specifically, it was hypothesized that sport brand music would have a positive influence on sport consumers’ perceptions of musical fit with the sport brand, which would then lead to positive effects on various shopping behaviors, including evaluation of the store, attitude towards the brand, and purchase intentions. In addition, because people observe store environments in different ways, it was predicted that the personality trait of atmospheric responsiveness would moderate the relationships. The theoretical framework for this research is based on the principles and perspectives of conceptual fluency. It is argued that sport brand music that consists of song lyrics related to the sport brand will be more conceptually fluent and easier to process in a sport brand store than will popular music. A quantitative research design in the form of a laboratory experiment was used in this study. Participants (N=250) were randomly assigned to one of two experimental conditions: sport brand music (conceptually fluent) and popular music (not conceptually fluent). The conditions employed in this research involved shopping tasks that took place in a sport brand online retail store. Following the shopping tasks, participants were asked to answer questionnaire items via Qualtrics online survey software. Structural equation modeling (SEM) by means of AMOS 7.0 (Arbuckle, 2006) was utilized to test the hypotheses. Assessment of the measurement model fit for the entire model showed that all variables loaded as expected. Evaluation of the hypotheses showed that participants assigned to the sport brand music condition demonstrated more positive perceptions of musical fit than did participants assigned to the popular music condition(β = -.44, p < .001). Further, results supported the hypothesis that musical fit would then positively affect evaluations of the store (β = .50, p < .001) and attitudes toward the brand (β = .14, p < .05), but did not affect purchase intentions (β = .11, p = .06). In addition, findings indicate that evaluations of the store significantly related to attitudes toward the brand (β = .52, p < .001), which positively related to purchase intentions (β = .53, p < .001). Moreover, atmospheric responsiveness was found to have a moderating effect on musical fit (β = -.13, p = .06). Details of this research, as well as research limitations, study implications, and future directions, are forwarded.

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Lee, Jae Deock. "Cause-Related Sport Marketing and Its Effects on Consumer Behavior." 2009. http://hdl.handle.net/1969.1/ETD-TAMU-2009-08-3268.

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The objective of this dissertation was to construct a customer-based cause-related sport marketing (CRSM) model and test the relationships among the proposed antecedents, consequences, and moderators. Three experimental studies were executed to achieve the research purpose. Study 1 aimed at examining how customers evaluate cause-related marketing (CRM) campaigns of team licensed products. A choice experiment (N=109) indicated that (a) a "social responsible" feature was the second most important attribute for choosing a baseball cap, (b) a low-fit, but familiar, CRM program was preferred to a high-fit, but unfamiliar, program, and (c) fan identification moderated the impact of sport/cause fit on students' choice of team licensed products. Study 2 investigated the impact of personality and gender on consumer attitudes toward CRSM programs. A 2 (sport/cause fit) x 2 (motivation) within subject experiment (N=86) found that (a) both sport/cause fit and motivation engaging in CRSM significantly affected consumer attitudes toward CRSM, (b) females showed more positive attitudes toward CRSM programs, and (c) Agreeableness was positively related to consumer attitudes toward CRSM but Neuroticism was negatively associated. Study 3 centered on the direct and moderating effects of fan identification and organizational identification on consumer attitudes toward CRSM programs using intercollegiate sport as a context. A two-group (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N=309) denoted that (a) respondents showed more positive attitudes toward high-fit CRSM messages, (b) both fan identification and organizational identification moderated the effects of sport/cause fit on attitudes, and (c) positive attitudes increased purchase intentions on the cause-related products. To sum up, the three experimental studies support the relationships among antecedents, consequences, and moderators proposed in the customer-based causerelated sport marketing model. Theoretical and practical contributions are discussed. Finally, several limitations and future research directions are also established.

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CHANG, WEN-TSUNG, and 張文宗. "A Study on Consumer Behavior of the Imported Sport Utility Vehicle." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/68182652801100496446.

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碩士 國立中正大學 企業管理學系碩士在職專班 105 Due to the implementation of two days off every week for a long time, people's life style has changed obviously. Engaged in leisure activities increased in proportion to leisure vehicle demand is relatively high. The Sport Utility Vehicle market share has increased year by year; early for the Domestic Sport Utility Vehicle of the world. But because the price has Imported Sport Utility Vehicles of civilians hobbies, plus imported brands. and not the end tidal change and new goods tax subsidy policy, consumption trend turned to Imported Sport Utility Vehicle s. Imported Sport Utility Vehicles in recent years more and more users. In order to know the consumer behavior groups of Imported Sport Utility Vehicle market. Through questionnaires distributed, the sample obtained by random sampling.This reaserch reference Sport Utility Vehicle related papers’s (15 years ago) research struction and research results. By investigating the background of time and space have over the years, the sales of Sport Utility Vehicle and the consumer behavior already have change. Intended to be used different methods to investigate. To change and adjust the research structure and statistical methods. To narrow the investigation,and the target group of Imported Sport Utility Vehicle.Detailed clustering and consumer behavior are discussed. The main project is divided into big classes discussed. One for Imported Sport Utility Vehicle models attribute data analysis. According to the 2017 year February No.382 car purchasing guide car magazine specification information table. To select samples of the Sport Utility Vehicle a total of 36 models, as well as the purchasing function assessment attribute 14 pointer as a variable. Another big five structure analysis of the consumer behavior.According to investigate 143 samples as the observed values, structure question as all variables. This research is divided into Google questionnaire and the paper questionnaire in parallel sampling methods, obtained a total of 143 samples. Analysis of attribute data of Imported Sport Utility Vehicle models, according to the research results into off-road group. High power and spacious group, energy saving group, economy safety group four groups, high power and spacious group are the most. Its characteristics for the maximum torque, car weight, car width, maximum horsepower, price, car length, Exhaust capacity, speed. The five clustering of consumer behavior：1.Life type：divided into three groups, the conservative group found more frugal, consumer behavior of the group is conservative, with parity and imported cars car material quality；2.Brand image：divided into four groups,to the well-known service group are most. It is found that the group to pay attention to customer service service and high brand awareness； 3.purchasing motivation：divided into four groups, the common and medium price group are most. It is found that the group of love buy more functional and multipurpose cars, the price of the vehicle can be like Sign status； 4.purchase decision：divided into four groups, to the safety and wisdom group are most. It is found that the group in favor of active safety and intelligent vehicle equipped with high-tech； 5.satisfaction investigation：divided into four groups, to appreciate the trendy group are most. It is found that the consumer type must conform to design fashion and trend, and to enhance personal value.

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Potwarka, Luke. "Understanding Response to the Vancouver 2010 Olympic Winter Games." Thesis, 2011. http://hdl.handle.net/10012/5815.

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The present study employed Ajzen’s theory of planned behaviour (TPB) to understand the motivational factors associated with peoples’ intention to: (a) increase their physical activity levels in response to Vancouver 2010 Olympic Winter Games; (b) watch the event on television; and (c) purchase products or services from companies because they were sponsors of the event. According to the theory, behavioural intentions are determined by individuals’ attitude toward performing the behaviour (i.e., their overall evaluation of the behaviour); the subjective norms they associate with the behaviour (i.e., their beliefs about whether most people approve or disapprove of the behaviour); and perceived behavioural control (i.e., the perceived ease or difficulty of performing the behavior). As well, this investigation hypothesized that additional variables could predict intention. In particular, past behaviour and descriptive norms (i.e., people’s perceptions about the degree to which other people would perform the behavior) were examined in terms of their ability to explain significant proportions of variance in respondents’ intentions above and beyond TPB variables. Participants were enrolled in first and second year undergraduate classes at the University of Waterloo and the University of Victoria during the Fall 2009 and Winter 2010 term (n = 405). The questionnaire assessed each TPB construct (excluding actual behaviour) using standardized Likert-type scaling procedures suggested by Ajzen (2006). Additionally, the questionnaire assessed gender, geographic proximity to the event (i.e., whether students were enrolled at the University of Waterloo or the University of Victoria), past behaviour, and descriptive norms. Results from the regression analyses revealed that the TPB-based models accounted for 50.7%, 61.5% and 66.6% of the variance in respondents’ intentions to become more active in response to the event, watch the event on television, and purchase products or services from event sponsors respectively. Attitude toward the behaviour was the only TPB construct to play a prominent role in the prediction of all three responses of interest in the present investigation. The importance of the attitude construct in predicting such a diverse set of intentions suggests that sport consumer behaviour might be best understood in terms of expectancy-value cognitive theories such as the TPB. These theories suggest that people will be motivated to perform a particular behaviour (e.g., watching a sport event on television) when they expect to attain a valued outcome as a result of performing the behaviour (e.g., feelings of national pride). Descriptive norms and past behaviour explained an additional 29%, 9.3%, and 21% of the variance in respondents’ intention to become more active in response to the event, watch the event on television, and patronize event sponsors respectively. Among this sample of undergraduate students, responses to the event appeared to be strongly associated with beliefs about whether or not referent others would perform each behaviour. Additionally, much of what motivates sport consumer behaviour within this segment of the population may be related to notions of tradition and nostalgia. Implications for future research and the design of behaviour change interventions are discussed.

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Slattery, Leonie. "The effect of anti-establishment branding on teenage consumer behaviour within the action sportswear market." Thesis, 2013. http://hdl.handle.net/10321/918.

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Submitted in fulfilment of the requirements for the Masters Degree in Technology: Fashion Design, Durban University of Technology, 2013. This study aims to investigate the effect anti-establishment branding has on teenage consumer behaviour within the action sports market, as well as the various factors which influence teenagers when purchasing clothing. The study challenges the notion that teenage consumers respond to, and are influenced by the unconventional marketing campaigns of action sports brands. The results of this study indicate that the action sports market initially captivated the attention of the youth by offering teenagers a sense of acceptance through rebellion. Unfortunately, as the movement grew in popularity the exclusivity of the movement decreased and the clothing associated with it became viewed as too ‘mainstream’ by the wearers. Although the anti-establishment movement is striving for individuality and shies away from conformity, the study found that there appears to be a misconception in the notion that all ‘brands’ are susceptible to ‘trends’ which are driven by ‘designers’. Therefore, there can never be a pure ‘anti-establishment brand’ as the concept of a brand rejects the purpose of anti- establishment rebellion.

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Lee, Seunghwan. "Identifying emotions associated with sport team brands and testing its impact on sport consumer behavior in the advertising setting." 2013. http://hdl.handle.net/2152/21214.

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As sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, brand studies in sport have paid close attention to sport teams' brand attributes (e.g., success, star player, stadium) as key drivers to create strong brands. However, sport consumers do not only rely on the brand attributes' utility in their team consumption, but claim and anticipate positive and personally meaningful emotional experiences. Nevertheless, a number of studies on sport branding have not identified what kinds of emotions are associated with sport teams and what their impact is. As a result, the affective nature of sport team brands remains largely unexplored. This study sought to identify how emotions associated with sport team brands are structured, from the sport consumers' perspective, and to examine the relative effectiveness of the associated emotions over brand attributes on consumer behavior in the sport advertising setting. The study identified seven key dimensions of emotions associated with sport team brands: connectedness (passion, nostalgia, supportive, and connected), elation (happy, excited, pleased, proud, optimistic, and entertained), competitiveness (competitive and aggressive), surprise (amazed, surprised, and astonished), anger (annoyed, frustrated, and rage), unhappiness (suffering, sad, regret, and dejected), and worry (fearful and anxious). Connectedness, elation, and competitiveness each was positively related to sport consumer behavior while surprise, unhappiness, and worry each was negatively related to it. Interestingly, anger had a dual (positive and negative) relationship with sport consumer behavior. The study tested the relative effectiveness of emotions over cognitive brand attributes on sport consumer behavior in a sport advertising setting using a 2 (emotion: high vs. low) x 2 (cognition: high vs. low) incomplete block design. The study found that emotional advertising works better for sport teams than rational advertising whereas combination advertising works at least equally or better than rational advertising. These results suggest the primacy of emotions over cognitive brand attributes in the context of sport advertising. Given the findings and discussions, implications for sport marketing practice and future research are discussed. text

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HUANG, CHIN-JEN, and 黃金壬. "A Study of the Lifestyle, Sport Involvement and Sport Products Consumer Behavior of Elementary School Female Teachers in Hsinchu County." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/75712705813841063015.

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碩士 大葉大學 管理學院碩士在職專班 102 The aims and objectives of this case study is to research the correlation between the sports involvement of the primary school female teachers in Hsinchu county and the consumer behavior of sporting goods. The object of study is the primany school female teachers in Hsinchu county. This research was conducted on between June 22, 2013 and July 6, 2013 by means of convenience sampling method. There are 390 pcs of valid questionnaire collected. These questionnaires have been analyzed by means of Description statistics, Factor analysis , K-means, CHI-square test, one-way ANOVA. After researching, we have got following results: 1. The major factors which influence the lifestyles of primary school female teachers can be divided into 6 categories: 1) Efficient; 2) Brand oriented; 3) Fully informed; 4) Calculating; 5) Sociable; 6) Indecisive. 2. The groups that the primary school female teachers lead various lifestyles can be divided into 3 categories: 1) Active group that has abundant Information. 2) Calculating group that has greater orientation to the famous brands. 3) Low-profile group that are amiable. 3. There is significant difference in the consumer behavior of sporting goods between various lifestyles and the groups leading various lifestyles. 4. There is significant difference in the sports involvement between various lifestyles and groups leading various lifestyles. 5. Involvement of different sports, Hsinchu County elementary female teachers and sports products significantly related to consumer behavior. According to the results of this case study, this text has offered suggestions to the concerned parties for reference. Keywords: Lifestyle, Sport Involvement, Sport Products, Consumer Behavior

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Koo, Gi-Yong Jackson E. Newton. "Sport sponsorship match-up effect on consumer based brand equity an application of the schematic information process /." 2004. http://etd.lib.fsu.edu/theses/available/etd-10312004-025813.

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Thesis (Ph. D.)--Florida State University, 2004. Advisor: Dr. E. Newton Jackson, Jr., Florida State University, College of Education, Dept. of Sport Management, Recreation Management and Physical Education. Title and description from dissertation home page (viewed Jan. 13, 2005). Includes bibliographical references.

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Gottsche, Louise Theresia. "The role of ethical business behaviour awareness in consumer sports supplement purchase intentions." 2011. http://hdl.handle.net/10500/4653.

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The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar Graduate School of Business Leadership MBA

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Fan, Chih-ming, and 范智明. "A Study of Consumer Behavior of the Sport and Health Club Members in Taipei Metorpolis." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/97831233657781657503.

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碩士 國立臺灣師範大學 體育研究所 87 The purposes of this study were to reveal the characteristics of demographic variables, information sources and consideration factors, participation, and customer satisfaction of sport and health club members in Taipei Metropolis. In addition, it tried to uncover the differences between those members'''' demographic variables on participation and customer satisfaction. It was also to probe the differences between those members'''' participation on leisure motivation and customer satisfaction. Two hundred and one members served as the subjects of this study. The instrument " The Questionnaire of Consumer Behavior of Sport and Health Club Members in Taipei Metropolis" was employed. Descriptive statistics (including frequency distribution percentage, mean and standard deviation), Chi-square tests, one-way ANOVA and Scheff ''''e method were utilized for data analysis. Within the scope of the study, it was concluded that: 1. The ratio of male members (52.2%) was slight higher than female members; the majority of members were between 21 and 40 years old (82.1%); most of them owned the degree of college (57.7%) and were businessmen (30.8%); their income was mostly less than 50,000 NTD per month (65.2%). The major information source was from "relatives, friends and colleagues" and the major consideration factor was "near home". Most of the membership was "less than 6 months", the member participation was ?-3 times" per week, the staying period time was ? hours" and the experience of other-club participation was ? ". 2. The major leisure motivations were the needs of "health of body and soul" and "achievement" the services of member satisfaction were "location", "the manners of staffs", "the professional ability of staffs", "the open-times" and "the appearance and clothing of staffs". 3. Significant differences were found in members'''' participation and customer satisfaction at their demographic variables. 4. Significant differences were found in members'''' leisure motivation and customer satisfaction at their participation. Key words: consumer behavior, sport and health club, participation, leisure motivation, customer satisfaction.

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Cheng-Chia and 呂政家. "A Study of Consumer Behavior in Fans of Sport Team - The Application of Brand Equity." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/85369039859739109388.

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碩士 國立中興大學 行銷學系 93 摘　　要　　　　本文以球迷的觀點分析球隊的行銷組合是否透過品牌權益的評價過程，進而影響消費行為。本文運用品牌權益的概念，希望能對球隊行銷組合提供明確的方向與指標。　　　　本研究選擇興農牛隊主場球迷為研究對象，分別探討球隊行銷組合對品牌知名度與品牌聯想兩個品牌權益構面的影響、品牌知名度對品牌聯想的影響，以及品牌知名度與品牌聯想對運動參與頻率的影響。採用判斷抽樣法進行問卷調查，並利用結構方程模式進行資料分析與研究假設之驗證。　　根據本研究的實證，可將結果歸納如下：一、興農牛隊的產品、通路／地點、促銷與公共關係四個行銷組合構面分別對品牌知名度與品牌聯想均具有顯著的正向影響。表示目前興農牛隊在產品、通路／地點、促銷與公共關係的行銷組合已相當成功，並建立起球迷品牌權益的高度評價。二、興農牛隊的價格組合分別對品牌知名度與品牌聯想均不具有顯著的影響。表示興農牛隊在價格組合的策略面與執行面需加強改善。三、球迷主觀的品牌知名度對品牌聯想具有影響的正向影響。表示興農牛隊的高知名度使球迷能正確辨識與快速回憶，進而建立球迷正面的評價與聯想。四、球迷主觀的品牌知名度對運動參與頻率不具顯著影響。球迷主觀的品牌聯想對運動參與頻率具有顯著的正向影響。表示球隊可經由高品牌知名度建立高品牌聯想，再透過高品牌聯想來提昇球迷的運動參與頻率。

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Brown, Brandon Leigh. "Addressing the lack of Baseball Consumption amongst African Americans." Thesis, 2013. http://hdl.handle.net/1969.1/151276.

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The African American consumer represents a valuable market segment in the United States. This target market possesses both substantial purchasing power and future growth potential. Yet, baseball marketers have failed to secure the African American target market as a viable consumer base. As such, marketers should understand what factors encourage African Americans to consume sport, and what factors deter African Americans from consuming baseball. Thus, the purpose of my study was to advance the literature by investigating the factors influencing African American baseball consumption. African American participants were surveyed in order to ascertain the motivational aspects they perceived to be present (or absent) in both a favorite sport and baseball. Results suggest that African American participants believed baseball failed to contain the following motivational factors: skill, drama, aesthetic value, group entertainment, family value, escape, and cultural affiliation. Still, of the factors measured, results suggest that the factors, ‘skill’ and ‘drama’ were the two most influential factors motivating participants to consume sport. The current study utilized a set of focus group interviews to identify what factors, if any, deterred baseball consumption amongst African Americans. Results suggest two broad categories best represent the reasoning for a lack of baseball consumption: perception of baseball and socio-cultural dynamics. Within these two categories, six general dimensions were found that best characterized the reasons for not consuming baseball: A perceived lack of excitement in baseball, a perceived lack of skill in baseball, a distaste towards baseball’s structure, a lack of access for young African Americans, African American player representation, and African American players in pop-culture. The current study examined African American attitudes towards baseball consumption by investigating the role of perceived fit and its association with the theory of reasoned action. The study utilized an experimental design to investigate if racial identification and identifiable motivational factors would influence perceived fit. Results from the study indicate that advertisement setting (i.e., advertisements containing identifiable motivational factors) was not influential upon perceived fit; yet, endorser race did moderate the relationship between advertisement setting and perceived fit. Subsequently, perceived fit was found to be influential upon attitudes and subjective norms. Furthermore, these factors – attitudes and subjective norms – were significantly related to intentions to consume baseball.

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Chou, Fang-Hao, and 周芳豪. "Sport shoes consumer behavior and satisfaction of high school and vocational school Student of off-islands." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/68173006857579343757.

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碩士 國立臺東大學 體育學系碩士班 93 Sport shoes consumer behavior and satisfaction of high school and vocational school Student of off-islands National Taitung University’s Graduate Institute of Education Fang-Hao Chou Abstract This study attempted to investigate: Sport shoes consumer behavior , satisfaction of high school and vocational school Student of off-islands and how the background variables of high school and vocational school Student of off-islands contribute to the difference of factor of purchasing sport shoes and satisfaction. This study is conducted among the high school and vocational school Student of off-islands. Using random sampling at different levels, we sent out our questionnaires to 542 randomly chosen candidates ,and collected 474 effective samples. Among them , 254 of the effective samples are done by males ,220 by females. By applying several statistical analysis methods including descriptive statistics, one-way ANOVA and Scheffe´ posterior comparisons .We have the following noticeable finding: A. The factors of purchasing sport shoes of high school and vocational school Student of off-islands have positive influences. These factors can be classified into the following categories (by the order from the most significant):“emphasizing product attributes,”“ emphasizing product services,”and“emphasizing fashion.” B. High school and vocational school Student of off-islands have medium-level satisfaction of sport shoes. These factors can be classified into the following categories (by the order from the most significant):“satisfaction of products,” and“ satisfaction of services.” C. High school and vocational school Student of off-islands have significant differences on the factors of purchasing sport shoes by their background variables. the factors of purchasing sport shoes have significant differences by the place of residence and income level. D. High school and vocational school Student of off-islands have significant differences on the satisfaction of sport shoes. High school and vocational school Student of off-islands have significant differences by the grade of study and place of residence. Based on the finding of our study, we offer our suggestion to the sport shoes manufacture, retailer channel of off-islands, high school and vocational school Student of off-islands and future researchers. It is our hope that our study can completely know what are the factors of purchasing sport shoes of high school and vocational school Student of off-islands and enhance their satisfaction of sport shoes. Keywords: High school and vocational school Student of off-islands, Sport shoes, Consumer behavior, Satisfaction.

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Dissertations / Theses on the topic 'Consumer behaviour in sport'

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