生涯スポーツイベントにおける消費行動 : ウォーキング大会参加者の商品購入費に着目して

概要

論文の詳細を見る
The JML (Japan Marching League) annually organizes 12 walking events which are held in different cities nationwide from Hokkaido to Okinawa Prefecture. The role of these events becomes more and more important not only as the lifelong sport progress but also as a large-scale event which may have great economic impact. The purpose of this study was to examine the spending structure of JML participants throughout their purchase behavior. Using the registration list of participants, random sampling was done. The data for this study were collected by questionnaire mailed to 1023 participants (response rate of 74.1%). The subjects received questionnaires a week before the walking event and replied during the event. We collected the questionnaires on the last day of event. The main findings were as follows : 1) The total expenditure of participants amounted to about 1, 185 million yen, 16.4% of which was spent for goods. 2) About 60% of participants bought some goods for the walking event. The average cost of purchases was about 4, 500 yen per person. Different types of spending were observed between male and female, and between persons with long walking experience and those with less. 3) The item most purchased was film. In general, only a small number of participants tend to buy something at venue itself, so there a small economic impact on organizing communities.
中京大学の論文
1998-03-17