Factors influencing college students' choice of a charity sport event

Doyeon Won, Meungguk Park and Young-joo Lee

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 1, 41-54

Abstract: This study investigated the relative importance of five selected charity sport event (CSE) attributes that influence the likelihood of college students attending a CSE. The result of a conjoint analysis ( N = 397) revealed that college students, when choosing a CSE, were most concerned about the sport activity provided, followed by the cause or host organization, participation fee, reference source, and participation gift. The study also found gender differences related to the relative importance of the selected CSE attributes. Subsequent cluster and sensitivity analyses were conducted as practical applications of a conjoint analysis.

Date: 2013
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DOI: 10.1080/21639159.2012.744510

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