DISSERTATION CHAIRPERSON : Dr. Akunna Winston COMMITTEE MEMBERS : Dr. Bijan Massrour

An Examination Of Cultural Factors Influencing Pool Game Enthusiasts To

Attend Professional Pool Events In Taiwan, Japan, and China

DISSERTATION CHAIRPERSON: Dr. Akunna Winston

COMMITTEE MEMBERS:

Dr. Bijan Massrour Dr. Ali Abu-Rahma.

Presented By Hsing-Tung Ho

Introduction

• Professional Pool games include Eight-ball, Nine-ball, Straight pool, and One -pocket

Professional Pool game Competition Associations: • World Pool-Billiard Association (WPA), • the Asian Pocket Billiard Union (APBU), • 2the World Confederation of Billiard Sports

(WCBS)

Introduction

• As a result of increased economic growth in Taiwan, Japan and China, Professional Pool games have become a major form of sports entertainment.

• The rules of Professional Pool games are easy to understand, and there are no physical requirements for players.

Introduction

• This study investigates several factors that influence Pool fans in Taiwan, Japan, and China, to attend Professional Pool games.

Background of the Problem

• In Taiwan, Japan and China, the market share for Professional Pool is far behind those of other professional sports games.

• This study explores factors that influence Pool fans to attend Professional Pool games.

Statement of the Problem

• Inadequate number of participants• Limited number of Corporate sponsors• Limited television broadcasting rights• Inadequate monetary compensation for

players• Inadequate funding for promoting

organizations

Countries

Include:

Taiwan,

Japan, and

China

Importance of the Study

• The results of the study are important for Business Applications and Academic Research.

• There is no available marketing research data in Professional Pool

RESEARCH MODELFactors Influencing pool fans in Taiwan, Japan,

and China to Attend Professional Pool Games

Demographics StudentsAgeGenderIncomeReligion

Promotional

Strategies

Television

Radio

Print Media

the Internet

Mobile Advertising

Word-of-Mouth

Marketing StrategiesPopularity of the sportVideo GamesCelebrity Spokes personsEase of Ticket PurchaseTicket Price

Culture ImpactCollectivism/ IndividualismFood Service in the StadiumReputation of the sportLoyalty to professional Pool player

Competitive Events

Local

Domestic

International

Environmental Factors

Government Policies

Corporate Sponsorships

Venue: Internal / External

Social Impact

Professional Players’

Attributes

Gender

Reputation

Income

Pool Fans Who Attend

Professional Pool Games

Research Questions

1. What relationships exist between Pool fans who attend Professional Pool games,

and various demographic variables in Taiwan, China, and Japan, including:1.a. Age1.b. Gender1.c. Income1.d. Religion

Research Questions

2. What relationships exist between college students who attend Professional Pool games and various promotional strategy variables in Taiwan, China, and Japan, including:2a. Television2b. Radio2c. Print Media2d. The Internet2e. Mobile Advertising2f. Word-of-Mouth

Research Questions

3. What relationships exist between Pool fans who attend Professional Pool games and various marketing strategy variables in Taiwan, China, and Japan, including:

3a. Popularity of the sport3b. Video games3c. Celebrity spokespersons3d. Ease of ticket purchase3e. Ticket price

Research Questions

Q4. What relationships exist between Pool fans who attend professional Pool games and the various culture impacts including?

4a. Collectivism/ Individualism

4b. Food Service in the Stadium

4c. Reputation of Pool games

4d. Loyalty to Professional Pool player

Research Questions

5. What relationships exist between Pool fans who attend Professional Pool games and various competition event variables in Taiwan, China, and Japan, including:

5a. Local events

5b. Domestic events

5c. International events

Research Questions

6. What relationships exist between Pool fans who attend Professional Pool games and various environmental factor variables in Taiwan, China, and Japan, including:

6a. Government policies6b. Corporate sponsorships6c. Venue: internal/external

Research Questions

7. What relationships exist between Pool fans who attend Professional Pool games and various professional pool players’ attribute variables in Taiwan, China, and Japan, including:

7a. Player’s gender7b. Player’s reputation7c. Player’s income

Research Hypotheses

Hypothesis 1 H1: There will be significant relationships between Pool fans who attend

Professional Pool games and various demographic variables in Taiwan, China, and Japan, including:

H1.a. Relationships between Age and Pool fans who attend Professional Pool games.

H1.b. Relationships between Gender and Pool fans who attend Professional Pool games.

H1.c. Relationships between Income and Pool fans who attend Professional Pool games. H1.d. Relationships between Religion and Pool fans who attend Professional Pool games.

Research Hypotheses

Hypothesis 2H2: There will be significant relationships between Pool fans who attend Professional Pool games and various Communication strategy variables in Taiwan, China, and Japan, including:

H2.a. Relationships between Television advertising and Pool fans who attend Professional Pool games.

H2.b. Relationships between Radio advertising and Pool fans who attend Professional Pool games.

H2.c. Relationships between Print Media advertising and Pool fans who attend Professional Pool games.

H2.d. Relationships between Internet advertising and Pool fans who attend Professional Pool games.

H2.e. Relationships between Mobile advertising and Pool fans who attend Professional Pool games.

H2.f. Relationships between Word-of-mouth and Pool fans who attend Professional Pool games.

Research Hypotheses

Hypothesis 3 There will be significant relationships between Pool fans who attend professional

Pool games and various marketing strategies in Taiwan,Japan, and China including:

H3a. There will be significant relationships between Pool fans who attend professional Pool games and the marketing strategy of Popularity of the Sport.

H3b. There will be significant relationships between Pool fans who attend professional Pool games and the marketing strategy Video Games.

H3c. There will be significant relationships between Pool fans who attend professional Pool games and the marketing strategy of Celebrity Spokesperson.

H3d. There will be significant relationships between Pool fans who attend professional Pool games and the marketing strategy of the Ease of Ticket Purchase.

H3e. There will be significant relationships between Pool fans who attend professional Pool games and the marketing strategy of Ticket Price.

Research HypothesesHypothesis 4There will be significant relationship between Pool fans who attend professional

Pool games and various cultural impact in Taiwan, Japan, and China including:

H4a. There will be significant relationship between Pool fans who attend professional Pool games and the carious culture impacts of individualism and collectivism.

H4b. There will be significant relationship between Pool fans who attend professional Pool games and the carious culture impacts of food service in the stadium.

H4c. There will be significant relationships between Pool fans who attend professional Pool games and culture impacts of reputation of Pool games.

H4d. There will be significant relationships between Pool fans who attend professional Pool games and culture impacts of loyalty to professional Pool player.

Research Hypotheses

Hypothesis 5

There will be significant relationship between Pool fans who attend professional Pool games and various competition events in Taiwan, Japan, and China including:

H5a. There will be significant relationships between Pool fans who attend professional Pool games and competition events of local events.

H5b. There will be significant relationships between Pool fans who attend professional Pool games and competition events of domestic events.

H5c. There will be significant relationships between Pool fans who attend professional Pool games and competition events of local events.

Research Hypotheses

Hypothesis 6

There will be significant relationship between Pool fans who attend professional Pool games and various environmental factors in Taiwan, Japan, and China including:

H6a. There will be significant relationships between Pool fans who attend professional Pool games and government policies.

H6b. There will be significant relationships between Pool fans who attend professional Pool games and corporate sponsorship.

H6c. There will be significant relationships between Pool fans who attend professional Pool games and the venue in site or out site.

Research Hypotheses

Hypothesis 7

There will be significant relationship between Pool fans who attend professional Pool games and various player’s attributes in Taiwan, Japan, and China including:

H7a. There will be significant relationships between Pool fans who attend professional Pool games and player attributes of gender.

H7b. There will be significant relationships between Pool fans who attend professional Pool games and player attributes of reputation.

H7c. There will be significant relationships between Pool fans who attend professional Pool games and player attributes of income.

Research Design

• The study design used a survey as the tool for data collection.

• The study included the use of descriptive Correlation Coefficient, and Analysis of Variance (ANOVA) and independent T-test to measure the relationships and differences among Pool fans who attend Professional Pool games in Taiwan, Japan, and China.

Data Collection

• A questionnaire was used for data collection in the present study.

• There were two versions of the questionnaire, Japanese and Mandarin. The primary data in the present study was collected from 750 Pool fans, 250 from each country, Taiwan, Japan, and China.

Data Sources

• The primary data was collected with two versions of the questionnaire

• The method of sample selection was non-probability sampling.

• All prospective respondents were selected randomly in Pool rooms in the three countries.

Table 4.1Response Rates from Taiwan, Japan, and China

Number Number Numbers of Number Responses

Questionnaires of Expect Responses useable Rate

Responses Questionnaire

Country

Taiwan 250 240 235 200 94%

Japan 250 240 244 200 97.6%

China 250 240 228 200 91.2%

Total 750 720 707 600 94.3%

Table 4.2

Respondents’ Ages in Taiwan, Japan, and China

Taiwan Japan China

N=200 N=200 N=200

Age Mean SD Mean SD Mean SD

22.05 3.10 22.18 3.16 22.42 2.73

Note: S.D. = Standard Deviation; N = Total Numbers of Respondents

Table 4.3

Gender of Respondents in Taiwan, Japan, and China

Taiwan Japan China

N=200 N=200 N=200

Gender Number Number Number

Male 145 168 175

Female 55 32 25

Note:N = Total Number of Respondents

Table 4.4Annual Income of Respondents in Taiwan, Japan, and China

Taiwan N=200 Japan N=200 China N=200

Annual Income Mean S.D. Mean S.D. Mean S.D

In US dollars 14,500 0.6 19,050 1.05 12,500 0.4

Note: S.D. = Standard Deviation; N = Total Number of Respondents

Table 4.5

Religion of Respondents in Taiwan, Japan and China

Taiwan N=200 Japan N=200 China N=200

Religion Number Number Number

Buddhism 104 76 35

Shinto 1 15 0

Christianity 47 54 18

Islam 4 7 3

Atheism 44 48 144

Note: N = Total Number of Respondents

Inferential Statistics

In this section, the researcher will discuss inferential statistics about the research questions and research hypotheses.

Table 4.6Evaluating the Relationship Between Fans Who Attend Professional Pool

games, and Age, in Taiwan, Japan and China

Age Correlation Coefficient Sig. (2-tailed) N

Taiwan -0.16 .823 200

Japan -0.87 .218 200

China 0.39 582 200

Total -0.67 .101 600

Note: Significance at .05 level; Sig = P value; N= number of responses

Table 4.7 Evaluating the Different Between Fans Who Attend Professional Pool Ga

mes andGender, in Taiwan, Japan and China

Gender Independent T-Test Sig.(2-tailed) N

Taiwan .068 .946 200

Japan .813 .417 200

China -.713 .477 200 Total -2.796 .005 600


Table 4.8 Evaluating the Relationships Between Fans Who Attend Professional Poo

l Games andIncome, in Taiwan, Japan and China

Income Correlation Coefficient Sig. (2-tailed) N

Taiwan -0.86 .224 200

Japan -0.39 .579 200

China 0.13 .858 200

Total -0.64 .119 600


Table 4.9Evaluating Different Among Pool Fan Who Attend Professional Pool Ga

mes andReligions in Taiwan, Japan and China

• ANOVA Times Sum of Squares df Mean Square F Sig. Between Group 738.289 4 184.572 3.288 .211 Within Groups 33396.751 595 56.129 Total 34135.040 599

Note: Significance at .05 level; df = degree of freedom; Sig = P value F= result of ANOVA

From table 4.6 to table 4.9, the results that presented above indicated the hypothesis and Null hypothesis should be accepted.

The Hypothesis:

H2b: There is different between gender and Pool fans who attend professional Pool games

The null hypothesis:

H01a: There is no existing relationship between age and Pool fans who attend in three countries.

H01c: there is no existing relationship between income and Pool fans who attend in three countries.

H01d: There is no difference among religions and Pool fans who attend in three countries.

Table 4.10 Evaluating Relationship Between Pool Fans Who Attend Professional Po

ol Games And Television in Taiwan, Japan and China

Television Correlation Coefficient Sig. (2-tailed) N

Taiwan .178 .003 200Japan .231 .000 200China .166 .005 200 Total .244 .001 600

Note: Significance at .05 level; Sig = P value; N= number of responseScale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat imp

ortant, 1 = Not important at all

Table 4.11 Evaluating Relationship Between Pool Fans Who Attend Professional

Pool GamesAnd Radio in Taiwan, Japan and China

Radio Correlation Coefficient Sig. (2-tailed) N

Taiwan .178 .235 200Japan -.034 .408 200China .366 .148 200 Total .564 .284 600

Note: Significance at .05 level; Sig = P value; N= number of response Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1

= Not important at all


ol Games And Print Media in Taiwan, Japan and China

Print Media Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response P.M.= print media, Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = So

mewhat important, 1 = Not important at all


ol Games Andthe Internet in Taiwan, Japan and China

the Internet Correlation Coefficient Sig. (2-tailed) N

Taiwan -.165 .754 200Japan 355 .356 200China .322 .437 200 Total .233 .359 600

Note: Significance at .05 level; Sig = P value; N= number of responseScale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1

= Not important at all


ol Games AndMobile Advertising in Taiwan, Japan and China

Mobile Advertising Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response MA=mobile advertising, Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2

= Somewhat important, 1 = Not important at all


ol Games And Word-of Mouth in Taiwan, Japan and China

World-of-Mouth Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response W= word-of-mouth, Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = S

omewhat important, 1 = Not important at all

From table 4.10 to4.15, the following hypothesis and null hypothesis should be accepted:

H2a. There will be significant relationships between Pool fans to attend professional pool games and the various promotional strategies of television.

H2c. There will be significant relationships between Pool fans to attend professional pool games and the various promotional strategies of print media.

H2e.There will be significant relationships between Pool fans to attend professional pool games and the various promotional strategies of mobile advertising.

H2f. There will be significant relationships between Pool fans to attend professional pool games and the various promotional strategies of word-of-mouth.

H02b. There will be no significant relationships between Pool fans to attend professional pool games and the various promotional strategies of radio.

H02d. There will be no significant relationships between Pool fans to attend professional pool games and the various promotional strategies of the Internet.


ol Games And Popularity of Sport in Taiwan, Japan and China

Popularity of the sport Correlation Coefficient Sig. (2-tailed) N

Taiwan .176 .008 200Japan -.048 .062 200China .198 .001 200 Total .139 .011 600

Note: Significance at .05 level; Sig = P value; N= number of response; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important,

1 = Not important at all


ol Games And Video Games in Taiwan, Japan and China

Video Games Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important,



ol Games And Celebrity of Spokesperson in Taiwan, Japan and China

Celebrity of Spokesperson Correlation Coefficient Sig. (2-tailed) N

Taiwan .134 .005 200

Japan -.248 .432 200

China .211 .244 200

Total .139 .298 600

Note: Significance at .05 level; Sig = P value; N= number of response

; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1 = Not important at all


ol Games And Easy of Purchase Ticket in Taiwan, Japan and China

Easy of Purchase ticket Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response ; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important,



ol Games And Ticket Price in Taiwan, Japan and China

Price Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response Price= ticket price; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = So

mewhat important, 1 = Not important at all

Base on table 4.16 to 4.20 the following hypothesis and null hypothesis should be accepted by level at 0.05 :

H3a. There will be significant relationships between pool fans who attend professional Pool games and various marketing strategies of popularity.

H3b. There will be significant relationships between pool fans who attend professional Pool games and various marketing strategies video games.

H3e. There will be significant relationships between pool fans who attend professional pool games and various marketing strategies of ticket price.

H30c. There will be no significant relationships between pool fans who attend professional Pool games and various marketing strategies of celebrity of spokesperson.

H30d. There will be no significant relationships between pool fans who attend professional Pool games and various marketing strategies of easy of purchase.


ol Games And Collectivism in Taiwan, Japan and China

Collectivism Correlation Coefficient Sig. (2-tailed) N

Taiwan .031 .004 200Japan .206 .000 200China -.079 .264 200 Total .242 .001 600



Table 4.22 Evaluating Relationship Between Pool fans Who Attend Professional Po

ol Games and Food Service in the Stadium in Taiwan, Japan and China

Food Service Correlation Coefficient Sig. (2-tailed) N

Taiwan .008 .910 200Japan .006 .032 200China -.068 .341 200 Total .059 .148 600

Note: Significance at .05 level; Sig = P value; N= number of response FS= food service in the stadium; Scale: 5 = Very important, 4 = Important, 3 = N

eutral, 2 = Somewhat important, 1 = Not important at all


ol Games AndReputation of Pool Game in Taiwan, Japan and China

Reputation Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response R= reputation of Pool games; Scale: 5 = Very important, 4 = Important, 3 = Neutr

al, 2 = Somewhat important, 1 = Not important at all


ol Games And Loyalty to Professional Pool player in Taiwan, Japan and China

Loyalty Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response Loyalty= Loyalty to Professional Pool player; Scale: 5 = Very important, 4 = Imp

ortant, 3 = Neutral, 2 = Somewhat important, 1 = Not important at all

Base on Table 4.21 to 4.24 the following hypothesis and null hypothesis should be accepted:

H4a. There will be significant relationship between pool fans who attend professional pool games and the carious culture impacts of individualism and collectivism.

H4c. There will be significant relationships between pool fans who attend professional pool games and various culture impacts of reputation of Pool games.

H4d. There will be significant relationships between pool fans who attend professional pool games and various culture impacts of loyalty to professional Pool player.

H40b. There will be no significant relationship between pool fans who attend professional pool games and the carious culture impacts of food service in the stadium.


ol Games And Local Games to Professional Pool Player in Taiwan, Japan and China

Local Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response Local= Local competitive events. Scale: 5 = Very important, 4 = Important, 3 =

Neutral, 2 = Somewhat important, 1 = Not important at all


ol Games And Domestic Games to Professional Pool Player in Taiwan, Japan and China

Domestic Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response D= domestic competitive events; Scale: 5 = Very important, 4 = Important, 3 = N

eutral, 2 = Somewhat important, 1 = Not important at all


ol Games And International Games in Taiwan, Japan and China

International Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of response International= international competitive events; Scale: 5 = Very important, 4 = I

mportant, 3 = Neutral, 2 = Somewhat important, 1 = Not important at all

From table 4.25 to table 4.27 the following hypothesis and null hypothesis should be accepted at significant 0.05 level.

H50a. There will be no significant relationships between pool fans who attend professional pool games and the various competition events of local events.

H5b. There will be significant relationships between pool fans who attend professional pool games and the various competition events of domestic events.

H5c. There will be significant relationships between pool fans who attend professional pool games and the various competition events of international events.


ol Games And Government Policies in Taiwan, Japan and China

Government Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = P value; N= number of responseG= government policy; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 =

Somewhat important, 1 = Not important at all


ol Games AndCorporate Sponsorships in Taiwan, Japan and China

Corporate Correlation Coefficient Sig. (2-tailed) N

Taiwan .211 021 200Japan .159 .012 200China .148 .047 200 Total .184 .026 600

Note: Significance at .05 level; Sig = P value; N= number of response Corporate= corporate sponsorship; Scale: 5 = Very important, 4 = Important, 3 =

Neutral, 2 = Somewhat important, 1 = Not important at all


ol Games And Venue In Site or Out Site to in Taiwan, Japan and China

Venue Correlation Coefficient Sig. (2-tailed) N

Taiwan .211 .021 200

Japan .159 .012 200

China .148 .047 200

Total .184 .026 600

Note: Significance at .05 level; Sig = P value; N= number of response

V= venue: in site/ out site ;Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1 = Not important at all

Base on table 4. 28 to 4.30, the following hypothesis should be accepted.

H6a. There will be significant relationships between pool fans who attend professional pool games and the various environmental factors of government policies.

H6b. There will be significant relationships between pool fans who attend professional pool games and the various environmental factors of corporate sponsorship.

H6c. There will be significant relationships between pool fans who attend professional pool games and the various environmental factors of venue in site or out site.


ol Games AndPlayer’s Attribute Factors of Gender In Taiwan, Japan and China

Player’s Gender Correlation Coefficient Sig. (2-tailed) N

Taiwan .361 .821 200Japan .859 .412 200China .448 .647 200 Total . 524 .536 600




ol Games AndPlayer’s Attribute of Reputation in Taiwan, Japan and China

Player’s Reputation Correlation Coefficient Sig. (2-tailed) N

Taiwan .139 .046 200

Japan .459 .012 200

China .548 .007 200

Total .424 .015 600

Note: Significance at .05 level; Sig = p value; N= number of response

PR= player’s reputation; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1 = Not important at all


ol Games AndPlayer’s Attribute of Income in Taiwan, Japan and China

Player’s Income Correlation Coefficient Sig. (2-tailed) N


Note: Significance at .05 level; Sig = p value; N= number of response PI= player’s income; Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = S

omewhat important, 1 = Not important at all

From table 4.31 to 4.33, the following hypothesis and null hypothesis should be accepted.

H7b. There will be significant relationships between pool fans who attend professional pool games and various player attributes, specifically reputation.

H70a. There will be no significant relationships between pool fans who attend professional pool games and various player attributes, specifically gender.

H70c. There will be no significant relationships between pool fans who attend professional pool games and various player attributes, specifically income.

Discussion of Research Findings

• Taiwan has most female Pool fans of the three countries.

• In Taiwan, Japan, and China television still and important media for professional Pool organization deliver message to Pool fans.


• In Taiwan, Japan, and China Pool fans all agree print media, including newspaper, magazines, posters and books, will affect them to attend professional Pool games.

• Pool fans cannot get information from Internet. This is the biggest weakness for the Asia professional Pool organization.


• The transportation tool such as bus, trans and subway are connect to every one every day in these three countries so mobile advertising is an important channel to professional Pool organization to attract Pool fans.

• The respondents decide to attend professional Pool games has positive relationship with good word-of mouth promotional strategies.


• Pool fans in China and Taiwan are very emphasis on popularity of the sport. Pool fans in Japan are not kind of care about popularity of the sport.

Pool fans in Taiwan and Japan are more influence by video games than Pool fans in China.


Only Pool fans in Taiwan think celebrity spokesperson is very important to them to make decide attend professional pool games.

All Pool fans in Taiwan, Japan, and China responded ticket price is very important to them to decide attend professional Pool games.


• Japanese Pool fans are very strong collectivism people and Taiwanese Pool fans also belong to collectivism group but Chinese Pool fans not influence by peers very much.

• Japanese significant is very close to 0.05 level which means food service somehow for Japanese is an important factor to attend professional Pool games.


Japanese Pool fans are the most care about the reputation group of three groups. Chinese Pool fans are the less care about reputation of Pool games.

The Pool fans in Taiwan, Japan, and China all think the loyalty to professional Pool player is one of important factor to them decide to attend professional Pool games.


• Chinese and Japanese Pool fans attendance have stronger positive relationship with domestic competitive events than Taiwanese Pool fans.

All Pool fans respond the international competitive events are very important to affect them to attend professional Pool games in three countries.


• Chinese and Japanese are more care about government policies than Taiwanese.

The corporate sponsorship such as free ticket or souvenirs can affect Pool fan in Taiwan, Japan, and China to attend professional Pool games.


• In Taiwan, 60.5 percent of responses care about available parking space.

• In Japan, 59.5 percent of responses care about convenient transportation to the venue.

• In China, availability of parking and convenient transportation to the venue are the two strong answer by 46.5 percent and 43 percent.


All of three countries Pool fans respond professional Pool player’s reputation is an important factor to influence them to attend professional Pool games.

Discussion of Findings Related toLiterature Review

• Wann, Waddill, and Dunham (2004) wrote that males were more likely to be involved in the sports fan phenomenon than were females.

• Shank and Beasley (1998) inferred that sports fans’ sports involvement and sports-related behaviors were related to viewing sports on television.


• Shank and Beasley (1998) said that sports involvement and sports-related behavior, including magazine and newspaper readership, have relationships.

• Evans and Smith (2004) considered the lack of an official Internet marketing strategy to represent a significant weakness for an organization.


• Swanson, Gwinner, Larson, and Janda (2003) wrote that positive word-of-mouth advertising would promote higher levels of attendance, and this would cause fans increased team identification.

• Ferreira and Armstrong (2004) declared that the popularity of a sport is one of the factors influencing college students to attend sport events.


• Hansen and Gauthier (1989) noted that the ticket price has a positive relationship with professional sports league attendance.

• Thomas and Dyall (1999) added that styles and patterns of sports involvement vary across cultures; sometimes the sports association of different countries must modify or adapt to fit a particular cultural setting.


• Peyrot and Doren (1994) noted that consumer attitudes are complex, and loyalty has a positive relationship with attendance

• Laverie (2000) stated that situation involvement will affect sports fans’ satisfaction and relate to attendance.


• Hansen and Gauthier (1989) found that the professional sports star player or sports performance record had a positive relationship with fan attendance.

• Dick (2000), focusing on the National Basketball Association, found that a team’s promotion of a star player was one effective factor that could increase home game attendance in late 1990s.

Concluding Statement

• 1. The findings of this research indicated that different demographic, promotional strategies, marketing strategies, culture impact, competitive events, environment factors and professional attribute have either positive or negative differences or relationships influencing Pool fans who attend professional Pool games in Taiwan, Japan, and China.

2. Even through the same variable factors, the different countries, the different culture Pool fans have different responds.

Recommendations for Future Study

Future research could investigate more cities in Taiwan, Japan or China and include cities in other Asian countries. The further research can also target another group such as college students or young adult group.


The further research can focus on other age group or do not set limit to the age.

The future research can discuss different between Eastern and Western culture.


For the future study can focus on Europe or America professional Pool fans.

The future research can measurement what exist relationship between the global economic depress and Pool fans’ attendance in Pool games.

Questions?

Thank you very much!

DISSERTATION CHAIRPERSON : Dr. Akunna Winston COMMITTEE MEMBERS : Dr. Bijan Massrour

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