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

1

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

2

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), • the World Confederation of Billiard Sports

(WCBS)

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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.

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Introduction

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

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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.

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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

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Countries

Include:

Taiwan,

Japan, and

China

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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

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RESEARCH MODELFactors Influencing pool fans in Taiwan, Japan,

and China to Attend Professional Pool Games

Demographics FactorsAgeGenderIncomeReligion

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

Cultural 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

Professional Players’

Attributes

Gender

Reputation

Income

Pool Fans Who Attend

Professional Pool Games

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Research Questions

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

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

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Research Questions

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

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Research Questions

3. What relationships exist between Pool fans who attend Professional Pool games and various marketing strategy variables in Taiwan, Japan, and China, including:3a. Popularity of the sport3b. Video games3c. Celebrity spokespersons3d. Ease of ticket purchase3e. Ticket price

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Research Questions

Q4. What relationships exist between Pool fans who attend professional Pool games and the various cultural impacts in Taiwan, Japan, and China including?

4a. Collectivism/ Individualism

4b. Food Service in the Stadium

4c. Reputation of Pool games

4d. Loyalty to Professional Pool player

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Research Questions

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

5a. Local events

5b. Domestic events

5c. International events

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Research Questions

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

6a. Government policies6b. Corporate sponsorships6c. Venue: on site/off site

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Research Questions

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

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

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Research Hypotheses

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

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

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

H1.b. Differences among Gender and Pool fans who attend Professional Pool games.

H1.c. Relationships between Income and Pool fans who attend Professional Pool games. H1.d. Differences among Religions and Pool fans who attend Professional Pool games.

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Research HypothesesHypothesis 2

H2: There will be significant relationships between Pool fans who attend Professional Pool games and various Promotional strategy variables in Taiwan, Japan, and China, 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 and Pool fans who attend Professional Pool games.

H2.d. Relationships between Internet 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.

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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.

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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 individualism and collectivism.

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

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

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

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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 international events.

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Research Hypotheses

Hypothesis 6There 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 on site or off site.

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Research Hypotheses

Hypothesis 7There 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.

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Research Design

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

• The study included the use of descriptive Correlation Coefficient, 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.

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Data Collection

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

• There were three versions of the questionnaire,

English, Japanese and Mandarin. The primary data in the present study was collected from 750 Pool fans, 250 from each country, Taiwan, Japan, and China.

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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.

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Table 4.1Response Rates from Taiwan, Japan, and China

Number of Number of Numbers of Number of Response

Questionnaires Expected Responses Useable Rate

Responses Questionnaires

Countries

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%

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Table 4.2Respondents’ 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

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Table 4.3Gender 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

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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

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Table 4.5Religion 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

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Inferential Statistics

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

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Table 4.6Evaluating the Relationships 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

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Table 4.7 Evaluating the Significance of Gender Differences Among Fans Who

Attend Professional Pool Games 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


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Table 4.8 Evaluating the Relationships Between Income and Fans Who Attend

Professional Pool Games in Taiwan, Japan and China

Income Correlation Sig. (2-tailed) N

Coefficient

Taiwan -0.86 .224 200

Japan -0.39 .579 200

China 0.13 .858 200

Total -0.64 .119 600


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Table 4.9Evaluating the Differences in Religion Among Pool Fans Who Attend

Professional Pool Games in Taiwan, Japan and China

ANOVA

Religion 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

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Results in Table 4.6 to Table 4.9 indicated that the Hypothesis and Null Hypothesis should be accepted.

Hypothesis:

H2b: There is a difference between Gender and Pool fans who attend professional Pool games

Null Hypothesis:

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

H01c: There is no existing relationship between Income and Pool fans who attend professional Pool games in three countries.

H01d: There are no differences among Religions and Pool fans who attend professional Pool games in three countries.

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Table 4.10 Evaluating Relationships Between

Television Advertising, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China

Television Correlation Sig. (2-tailed) NCoefficient

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 responsesScale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat

important, 1 = Not important at all

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Table 4.11 Evaluating Relationships Between Radio Advertising, and Pool Fans

Who Attend Professional Pool Games 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 responses Scale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1 =

Not important at all

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Table 4.12

Evaluating Relationships Between Print Media, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China

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


Total .233 .041 600

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


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Table 4.13 Evaluating Relationships Between the Internet, and Pool Fans Who


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 responsesScale: 5 = Very important, 4 = Important, 3 = Neutral, 2 = Somewhat important, 1

= Not important at all

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Mobile Advertising, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China

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


Total .233 .001 600

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


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Table 4.15 Evaluating Relationships Between Word-of Mouth, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China

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


Total .259 .001 600

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

1 = Not important at all

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Results in table 4.10 to 4.15 indicated that the following hypotheses and null hypotheses should be

accepted:

HypothesesH2a. There will be significant relationships between Pool fans who attend

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

professional pool games and the various promotional strategies of Print Media.H2e.There will be significant relationships between Pool fans who attend

professional pool games and the various promotional strategies of Mobile Advertising.

H2f. There will be significant relationships between Pool fans who attend professional pool games and the various promotional strategies of Word-of-Mouth.

Null HypothesesH02b. There will be no significant relationships between Pool fans who attend

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

professional pool games and the various promotional strategies of the Internet.

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Table 4.16 Evaluating Relationship Between Popularity of Sport And Pool Fans Who Attend Professional Pool Games 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,


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Table 4.17 Evaluating Relationship Between Video Games And Pool Fans Who


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

Taiwan .134 .003 200

Japan .248 .002 200

China .198 .440 200

Total .139 .025 600

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

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Table 4.18 Evaluating Relationship Between Celebrity of Spokesperson And Pool Fans Who Attend Professional Pool Games 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



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Table 4.19 Evaluating Relationship Between Ease of Purchase Ticket And Pool

Fans Who Attend Professional Pool Games in Taiwan, Japan and China

Ease of Purchase Ticket Correlation Coefficient Sig. (2-tailed) N

Taiwan .134 .349 200

Japan .156 .564 200

China .144 .466 200

Total .139 .351 600



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Table 4.20 Evaluating Relationship Between Ticket Price And Pool Fans Who


Price Correlation Coefficient Sig. (2-tailed) N


Total .204 .000 600

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

Somewhat important, 1 = Not important at all

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

HypothesisH3a. There will be significant relationships between pool fans who attend

professional Pool games and various marketing strategies of popularity of the games.

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.

Null Hypothesis 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.

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Table 4.21 Evaluating Relationship Between Collectivism And Pool Fans Who


Collectivism Correlation Coefficient Sig. (2-tailed) N

Taiwan .031 .004 200Japan .206 .000 200China -.079 .264 200

Total .242 .001 600

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


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Table 4.22 Evaluating Relationship Between Food Service in the Stadium And Pool fans Who Attend Professional Pool Games 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 =

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

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Table 4.23 Evaluating Relationship Between

Reputation of Pool Game and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China

Reputation Correlation Coefficient Sig. (2-tailed) N


Total .132 .033 600

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

2 = Somewhat important, 1 = Not important at all

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Table 4.24 Evaluating Relationship Between Loyalty to Professional Pool player And Pool Fans Who Attend Professional Pool Games in

Taiwan, Japan and China

Loyalty Correlation Coefficient Sig. (2-tailed) N


Total .115 .012 600

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

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

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

Hypothesis H4a. There will be significant relationship between pool fans who attend

professional pool games and the collectivism.H4c. There will be significant relationships between pool fans who attend

professional pool games and reputation of Pool games.H4d. There will be significant relationships between pool fans who attend

professional pool games and loyalty to professional Pool player.Null HypothesisH40b. There will be no significant relationship between pool fans who

attend professional pool games and food service in the stadium.

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Table 4.25 Evaluating Relationships Between Local Games, and Pool Fans Who

Attend Professional Pool Games in Taiwan, Japan, and China

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


Total .115 .212 600

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


57

Table 4.26 Evaluating Relationships Between Domestic Games, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and China

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

Taiwan .231 .052 200

Japan .349 .002 200

China .048 .031 200

Total .219 .021 600


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

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Table 4.27 Evaluating Relationships Between International Games, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and

China

International Correlation Coefficient Sig. (2-tailed) NGames


Total .479 .001 600

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

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

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Table 4.25 to Table 4.27 indicated that the following hypotheses and null hypotheses should be accepted at

significance 0.05 level.

Hypotheses H5b. There will be significant relationships between Pool

fans who attend professional Pool games and Domestic Competition Events.

H5c. There will be significant relationships between Pool fans who attend professional Pool games and International Competition Events.

Null HypothesesH50a. There will be no significant relationships between Pool

fans who attend professional Pool games and Local Competition Events.

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Table 4.28 Evaluating Relationships Between Government Policies, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and

China

Government Correlation Coefficient Sig. (2-tailed) N


Total .179 .050 600

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

Somewhat important, 1 = Not important at all

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Corporate Sponsorships, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and China

Corporate Correlation Coefficient Sig. (2-tailed) N


Total .184 .026 600

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


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Table 4.30 Evaluating Relationships Between Venue, and Pool Fans Who Attend Professional Pool Games 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


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

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Based on Tables 4. 28 to 4.30, the following hypotheses should be accepted.

Hypotheses

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, on site or off site.

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Gender of Players, and Pool Fans Who Attend Professional Pool Games In Taiwan, Japan, and China

Gender Correlation Coefficient Sig. (2-tailed) N


Total . 524 .536 600

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


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the Reputation of Players, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and China

Reputation Correlation Coefficient Sig. (2-tailed) N


Total .424 .015 600

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


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Income of Players, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan, and China

Income Correlation Coefficient Sig. (2-tailed) N


Total .481 .418 600

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


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Tables 4.31 to 4.33 indicated that the following hypotheses and null hypotheses should be accepted.

Hypotheses

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

Null Hypotheses

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.

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Discussion of Research Findings

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

• In Taiwan, Japan, and China, Television is the main source of delivering information to Pool fans.

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• In Taiwan, Japan, and China, respondents indicated that Print Media, influenced their decisions to attend professional Pool games.

• The Internet was not an effective source of information for Pool.

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• Mobile Advertising is the most effective method to attract Pool fans because buses, trains, and the subway system, are the major means of transportation in Taiwan, China, and Japan.

• Word-of Mouth is also an effective promotional strategy in the three countries.

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• Pool games are most popular in Taiwan, and least popular in Japan.

• Pool fans in Taiwan and Japan are more

influenced by Video Games, to attend

professional Pool events, than Pool fans in China.

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• Respondents in Taiwan indicated that Celebrity Spokespersons were very important, and influenced their decisions to attend professional pool games.

• Respondents in Taiwan, Japan, and China indicated that the Ticket Price was very important, and influenced their decisions to attend professional Pool games.

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Discussion of Research Findings• Respondents in Japan and Taiwan exhibited strong

collectivism, and were influenced by their peers to attend professional Pool games.

• Respondents in China did not exhibit collectivism, and were not influenced by their peers to attend professional Pool games.

• Respondents in Japan responded at a significant level of 0.05 that food service influenced their decisions to attend professional Pool games.

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• Respondents in Japan were more influenced by the Reputation of the games, to attend professional Pool games than respondents in Taiwan and China.

• Respondents in Taiwan, Japan, and China indicated that Loyalty to the professional Pool player influenced their decision to attend professional Pool games.

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• Respondents in China and Japan preferred to attend Domestic Pool events than respondents in Taiwan.

• Respondents in Taiwan, China, and Japan indicated that International Competitive Pool events were very important, and influenced their decisions to attend professional Pool games.

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• Respondents in China and Japan were more influenced by Government Policies to attend professional Pool games, than respondents in Taiwan.

• Respondents in Taiwan, China, and Japan were influenced by Corporate Sponsorships, to attend professional Pool games.

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In relationship to Venue:• 60.5 percent of respondents in Taiwan, and 46.5

percent of respondents in China, valued Available Parking space.

• 59.5 percent of respondents in Japan valued Convenient Transportation.

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Respondents in Taiwan, China, and Japan were influenced by the Reputation of the Pool player, to attend professional Pool games.

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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.

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• Shank and Beasley (1998) commented 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.

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• 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.

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• 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.

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• 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.

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• 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.

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Concluding Statement

Demographic, Cultural, and Environmental factors, Promotional and Marketing strategies, Competitive events, and Professional attributes, influence Pool fans positively or negatively, to attend professional Pool games in Taiwan, Japan, and China.

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Recommendations for Future Study

Future research could investigate more cities in Taiwan, Japan or China.

Future research may also include cities in other Asian countries.

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Future research may target a specific group, such as college students.

Future research may focus on other age groups.

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Future research can measure the effects of the economy on attendance to professional Pool games.

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Questions?

Thank you very much!

Documents

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