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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.

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

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  1. An Examination Of Cultural Factors Influencing Pool Game Enthusiasts ToAttend 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)

  3. 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.

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

  5. 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.

  6. 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

  7. Countries Include: Taiwan, Japan, and China

  8. 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

  9. RESEARCH MODEL Factors Influencing pool fans in Taiwan, Japan, and China to Attend Professional Pool Games Marketing Strategies Popularity of the sport Video Games Celebrity Spokes persons Ease of Ticket Purchase Ticket Price Demographics Factors Age Gender Income Religion Promotional Strategies Television Radio Print Media the Internet Mobile Advertising Word-of-Mouth Pool Fans Who Attend Professional Pool Games Cultural Impact Collectivism/ Individualism Food Service in the Stadium Reputation of the sport Loyalty to professional Pool player Competitive Events Local Domestic International Environmental Factors Government Policies Corporate Sponsorships Venue: Internal / External Professional Players’ Attributes Gender Reputation Income

  10. Research Questions • What relationships exist between Pool fans who attend Professional Pool games, and various demographic variables in Taiwan, Japan, and China, including: 1.a. Age 1.b. Gender 1.c. Income 1.d. Religion

  11. 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. Television 2b. Radio 2c. Print Media 2d. The Internet 2e. Mobile Advertising 2f. Word-of-Mouth

  12. 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 sport 3b. Video games 3c. Celebrity spokespersons 3d. Ease of ticket purchase 3e. Ticket price

  13. 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

  14. 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

  15. 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 policies 6b. Corporate sponsorships 6c. Venue: on site/off site

  16. 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 gender 7b. Player’s reputation 7c. Player’s income

  17. 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.

  18. Research Hypotheses Hypothesis 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.

  19. 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.

  20. Research Hypotheses Hypothesis 4 There 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.

  21. 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.

  22. 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 on site or off site.

  23. 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.

  24. 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.

  25. 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.

  26. 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.

  27. 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%

  28. 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

  29. 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

  30. 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

  31. 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

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

  33. 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

  34. Table 4.7Evaluating the Significance of Gender Differences Among Fans Who Attend Professional Pool Gamesin 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 Note: Significance at .05 level;Sig = P value; N= number of responses

  35. Table 4.8Evaluating the Relationships Between Income and Fans Who Attend Professional Pool Gamesin Taiwan, Japan and China Income Correlation Sig. (2-tailed) N Coefficient Taiwan -0.86.224200 Japan -0.39 .579 200 China 0.13 .858 200 Total -0.64 .119 600 Note: Significance at .05 level;Sig = P value; N= number of responses

  36. Table 4.9Evaluating the Differences in Religion Among Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China ANOVA Religion Sum of SquaresdfMean SquareFSig. Between Group 738.2894184.5723.288.211 Within Groups33396.75159556.129 Total 34135.040 599 Note: Significance at .05 level; df = degree of freedom; Sig = P value F= result of ANOVA

  37. 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.

  38. Table 4.10Evaluating Relationships Between Television Advertising, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China Television Correlation Sig. (2-tailed) N Coefficient Taiwan .178 .003 200 Japan .231 .000 200 China .166 .005 200 Total .244 .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

  39. Table 4.11Evaluating 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 .235 200 Japan -.034 .408 200 China .366 .148 200 Total .564 .284600 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

  40. Table 4.12Evaluating Relationships Between Print Media, and Pool Fans Who AttendProfessional Pool Games in Taiwan, Japan and China Print Media Correlation Coefficient Sig. (2-tailed) N Taiwan .216 .031 200 Japan .355 .045 200 China .166 .013 200 Total .233.041600 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

  41. Table 4.13Evaluating Relationships Between the Internet, and Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China the Internet Correlation Coefficient Sig. (2-tailed) N Taiwan -.165 .754 200 Japan 355 .356 200 China .322 .437 200 Total .233.359600 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

  42. Table 4.14Evaluating Relationships Between Mobile Advertising, and Pool Fans Who AttendProfessional Pool Games in Taiwan, Japan and China Mobile Advertising Correlation Coefficient Sig. (2-tailed) N Taiwan .235 .003 200 Japan .364 .000 200 China .143 .004 200 Total .233.001600 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

  43. Table 4.15Evaluating Relationships Between Word-of Mouth, and Pool Fans Who AttendProfessional Pool Games in Taiwan, Japan and China World-of-Mouth Correlation Coefficient Sig. (2-tailed) N Taiwan .188 .005 200 Japan .423 .000 200 China .398 .001 200 Total .259.001600 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

  44. Results in table 4.10 to 4.15 indicated that the following hypotheses and null hypotheses should be accepted: Hypotheses H2a. 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 Hypotheses H02b. 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.

  45. Table 4.16Evaluating 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 .008 200 Japan -.048 .062 200 China .198 .001 200 Total .139.011600 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

  46. Table 4.17Evaluating Relationship Between Video Games And Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China Video Games Correlation Coefficient Sig. (2-tailed) N Taiwan .134 .003 200 Japan .248 .002 200 China .198 .440 200 Total .139.025600 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

  47. Table 4.18Evaluating 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 .139.298600 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

  48. Table 4.19Evaluating 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 .139.351600 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

  49. Table 4.20Evaluating Relationship Between Ticket Price And Pool Fans Who Attend Professional Pool Games in Taiwan, Japan and China Price Correlation Coefficient Sig. (2-tailed) N Taiwan .439 .050 200 Japan .222 .004 200 China .544 .000 200 Total .204.000600 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

  50. Base on table 4.16 to 4.20 the following hypothesis and null hypothesis should be accepted by level at 0.05 Hypothesis H3a. 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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