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Photographs included in the original manuscript have been reproduced xerographicaliy in this copy. Higher quality 6’ x 9* black and white photographic prints ate available for any photographs or illustrations appearing in this copy for an additional charge. Contact UMI directly to order. ProQuest Information and Learning 300 North Zeeb Road. Ann Arbor, Ml 48106-1346 USA 800-521-0600 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. AN EXPLORATORY EXAMINATION OF THE IMPACT OF PERSONAL VALUES ON SPORT CONSUMPTION PREFERENCES AND BEHAVIORS: A CROSS-CULTURAL STUDY DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Yu-Lin Shao, M.S.A. ***** The Ohio State University 2002 Dissertation Committee: Dr. Ketra L. Armstrong, Adviser Dr. Roger D. Blackwell Dr. Donna L. Pastore Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Num ber 3049112 Copyright2002 by Shao, Yu-Lin All rights reserved. UMf UMI Microform3049112 Copyright 2002 by ProQuest information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17. United States Code. ProQuest Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor. Mi 48106-1346 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT As a result of integrated world economic and advanced technology, the market territory of the sport industry is no longer limited to North America. Technological innovation, such as the World Wide Web and digital satellite television, has globalized the distribution of sport and has enhanced sport marketers' ability to implement marketing strategies across countries in a global manner. Globalization, undoubtedly, is an inevitable trend for sport organizations that want to have a competitive advantage in the world marketplace to follow. However, an effective global strategy does not rely only on having high quality products and dazzling marketing strategies, but also on understanding the cultural differences of global consumers that may influence marketing effectiveness. Values serve as guiding principles to our everyday lives (Kahle, 1983; Schwartz, 1992), and provide a foundation for attitudes and behaviors (Homer & Kahle, 1988). Among the variates of culture, personal values (which are the focus of this current study) have been considered significant influences on consumers’ preferences, behavioral intentions, and (ultimately) behaviors. Personal values also undoubtedly influence the behaviors of sport consumers. Therefore, regarding the successful implementations of global and international sport marketing strategies, understanding the role and influence of personal values is a necessity. ii Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. The purpose of this study was to explore the impact of personal values on sport consumption preferences and sport consumption behavioral frequency in two different cultural settings. Utilizing Kahle’s (1983) value scale - the List of Value (LOV), this study examined: (a) the value structure of American and Taiwanese students, (b) the extent to which personal values influenced sport consumption preferences and sport consumption behavioral frequency of American and Taiwanese students differently, and (c) the correlation between sport consumption preferences and sport consumption behavioral frequency in both cultural settings. The results revealed that the structures of personal values between American and Taiwanese students were different and personal values collectively had a significant effect on sport consumption patterns for both cultural settings, hi addition, sport consumption preferences were significantly related to sport consumption behavioral frequency for both the American and Taiwanese students. From practical and theoretical implications perspectives, the findings of this study highlighted the importance of identifying and understanding the cultural differences and similarities among global sport consumers that may influence the overall success of global and international marketing strategies. ixi Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. DEDICATION To my mother for her love, as well as for being a good friend of mine. iv Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ACKNOWLEDGMENT First of aIlT I would like to thank Dr. Ketra L. Armstrong, my advisor, for her encouragement, dedication and patient in helping me to finish this dissertation and throughout my stay at The Ohio State University. I also want to thank my dissertation committee members. Dr. Roger D. Blackwell and Dr. Donna L. Pastore, for their valuable comments and suggestions. I would also like to acknowledge my colleagues, George Cunningham, Harry Kwon, and John Singer, for their support both academically and mentally; Ms. Janice Fon for translating the questionnaire; my sister, Joni Shao, for her help in data collection and data input; Ms. Y. M. Kao for helping me interpreting the data; and Mr. G J. Lee for administering the questionnaires at the National Cheng Kung University, hi addition, special thank to Mr. Raymond Lau for his mental support and help in formatting and correcting my dissertation. Finally, I would like to express my greatest appreciation to my mother for her support, caring, and understanding. Without her, I would have quitted half way through my study. v Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. VITA March 20,1971 __________ Bom—Taipei, Taiwan 2000 B.S. Business Administration, National Cheng Kung University, Tainan, Taiwan 2000 M.SA.. Sport Administration and Facility Management, Ohio University, Athens, OH 2000 - present___________ Graduate Teaching Associate, The Ohio State University, Columbus, OH FIELDS OF STUDY Major Field: College of Education, Sport and Exercise Management Minor Field: Marketing Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE O F CONTENTS Page Abstract ii Dedication iv Acknowledgments V Vita vi List ofTables X List of Figures xiii Chapters: 1. Introduction I LI The Globalization of Sport I 1 2 Culture and Cross-Cultural Analysis____________________ ______3 13 Personal Values and Consumption Behavior 4 13.1 Personal Values and Attitudes 5 133 Attitudes and Preferences____________________ _____ 6 133 Preferences and Behaviors 6 13.4 Personal Values and Consumption Decisions_____ ______7 133 Personal Values and Sport Consumptions 10 1.4 Problem Statement II 13 Purpose of the Study 12 1.6 Research Ouestions 12 1.7 Limitation 13 vii Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. 1.8 Operational Definition____________________________________ 14 1.9 Summary of Introduction__________________________________ 15 2. Literature Review______________________________________________ 17 2.1 Rokeach’s Value Scale (RVS) _______________________________ 17 2.2 List of Values (LOV)______________________________________ 24 23 Schwartz’s Value Scale (SVS)_______________________________ 33 2.4 Application of Value Scales to Sport Consumptions______________ 37 2.5 The Role of Personal Values in the Consumer Decision Process Model___________________________________ 42 2.5.1 Need recognition________________________________ 42 2.5.2 Search for information___________________________ 43 2.5.3 Pre-purchase evaluation of alternatives_______________ 44 2.5.4 Purchase______________________________________ 45 2.5.5 Consumption___________________________________ 45 2.6 Summary of the literature _________________________________ 46 3. Methodology _______________ 48 3.1 Research Design_________________________________________ 48 3.2 Population and Sample___________________________________ 49 3.2.1 Target Population_______________________________ 49 3.2.2 Sample Size___________________________________ 50 3.2.3 Selecting the Sample_____________________________ 51 3.3 Data Collection Procedures________________________________ 51 3.4 Instrumentation__________________________________________ 53 3.4.1 Personal Values_________________________________