%0 Journal Article
%T Identifying Sociological Motivation of Hispanic/LatinoSport Consumers Attending Sporting Events
%A Soonhwan Lee
%A Hongbum Shin
%A Takahiro Shinchi
%J Choregia
%D 2010
%I Greek Center for Sport Science Research
%X While Hispanic/Latino¡¯s population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (Mc-Carthy, 1998; Humphreys, 2006), there are little information reported to identify motivation of Hispanic/Latino sport consumers¡¯ attending sporting events. This study was aimed to identify sociological motivation of spanic/Latino sport consumers by using modified existing motivation scales (i.e., SFMS by Wann, Brewer, & Royalty, 1999; SAM by Zhang, Pease, Lam, Bellerive, Pham, Williamson, Lee, and Wall, 2001). The findings of this study revealed Hispanic/Latino¡¯s demographic characteristics and particular sociological motivations for attending sporting events. This study also indicated several implications focusing on Hispanics/Latinos as potential future sport customers.
%K Hispanic/Latino
%K sociological motivation
%K racial/ethnical background effect
%U http://www.choregia.org/6106.pdf