This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.
|Number of pages||14|
|Journal||International Journal of Sports Marketing and Sponsorship|
|Publication status||Published - Jan 2009|
- Mixed Martial Arts
- spectator motives
- event marketing