Push and pull factors associated with the CTTSL game events between on-site and online consumers

Abstract

Purpose

The purpose of this paper is to examine the push and pull factors associated with the consumption of Chinese Table Tennis Super League (CTTSL) game events by online audiences and on-site attendants.

Design/methodology/approach

Conducting a comprehensive review of literature and a test of content validity, a questionnaire was formulated to assess push and pull motives, event consumption, and sociodemographic variables. A total of 433 CTTSL event consumers, including 225 respondents who primarily followed CTTSL game events via television and webcasting and 208 respondents who primarily consumed the events by attending live game events.

Findings

Structural equation modeling analyses revealed that for online consumers, two push factors, self-esteem and drama excitement, were found to be positively related to the event consumption factors; whereas, social interaction and sport performance factors were found to be negatively predictive of event consumption factors. For on-site consumers, none of the push and pull factors were found to be related to the consumption factors.

Research limitations/implications

These results indicate that unlike research findings derived in other research settings mainly conducted in Western countries, push and pull factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations.

Originality/value

Enriching the dual process theory through examining its applicability in studying sport consumer behavior, from both perspectives of internal and external motivations; applying theories and research findings of internal and external motivations that have primarily been derived in Western countries into a professional sport setting in China; identifying unique and diverse perspectives of professional table tennis consumers in China between online and on-site consumers; contrary to the findings derived in Western countries, the motivational factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations; and conducting micro-perspective analyses to study Chinese sport consumer behaviors, which has rarely been done in contemporary scholarly inquiries in China.

Citation

Zhang, Y. and Byon, K.K. (2017), "Push and pull factors associated with the CTTSL game events between on-site and online consumers", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 1, pp. 48-69. https://doi.org/10.1108/IJSMS-04-2016-0007