Sports consumption behaviour among generation Y in mainland China

Johnson Morgan, Melissa and Summers, Jane and Jocumsen, Graham (2008) Sports consumption behaviour among generation Y in mainland China. In: Dynamics of sports marketing. ICFAI University Press, Hyderabad, India, pp. 118-127. ISBN 978-81-314-1602-0

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The Chinese Government has relaxed its tight control over sport (Stensholt 2004), the country is set to host the 2008 Olympic Games and every major sport franchise in the world is making plans for a full assault on the Chinese market. The game is on in mainland China, however despite the excitement about the market there is little understanding of sport consumption in China or the attitudes and behaviours of potential sport consumers. The bulk of the literature in consumer behaviour within sports relates specifically to developed industrialised nations, specifically USA, Canada, Europe and Australia. Of particular interest to academics and practitioners alike should be the potential of the huge generation Y market in China. Generation Y (those born after 1978) represent not only a current lucrative market but also represent the future development of sport and sport consumption in China. This exploratory study has revealed that generation Y consumers in China exhibit sports consumption behaviours which differ in numerous respects from their counterparts in the USA and deserve deeper study.

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 11 Jun 2009 02:01
Last Modified: 12 Sep 2016 03:03
Uncontrolled Keywords: sport consumption; sport; consumption; consumers; generation y; China
Fields of Research : 16 Studies in Human Society > 1604 Human Geography > 160404 Urban and Regional Studies (excl. Planning)
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9501 Arts and Leisure > 950102 Organised Sports
B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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