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Martial arts participation: consumer motivation

Yong Jae Ko (University of Florida)
Yu Kyoum Kim (Assistant Professor, Department of Sport and Recreation Management The Florida State University, Tully Gym 1034 Tallahassee, FL 32306, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2010


Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence an individual's participation in martial arts to provide leaders of the industry with meaningful managerial implications. The researchers collected data from the 2004 Battle of Columbus Martial Arts World Games IV, one of the most popular martial arts events in the US. The results of a series of MANOVA tests revealed that these martial arts participants (N = 307) are highly motivated by growth-related motivation (e.g. value development and actualisation). In addition, the findings indicate that motivation of martial arts practitioners varies across types of martial arts disciplines, competition orientation and past experiences. Given these results, implications for future research and practice are discussed



Ko, Y.J. and Kim, Y.K. (2010), "Martial arts participation: consumer motivation", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 2, pp. 2-20.



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