An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans

Abstract

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.

Citation

Kim, S., Andrew, D.P.S. and Greenwell, T.C. (2009), "An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 2, pp. 53-66. https://doi.org/10.1108/IJSMS-10-02-2009-B006