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Dimensions of Market Demand Associated with Taekwondo Schools in North America: Development of a Scale

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  • Kim, Min Kil
  • Zhang, James J.
  • Ko, Yong Jae
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    Abstract

    Since the introduction of martial arts in the United States, the sport of Taekwondo (TKD) has rapidly grown and developed. Although the elevated interest in this sport has increased the magnitude of the TKD market, no systematic studies have been conducted to investigate the market demand variables associated with TKD schools in North America. To a great extent, lack of study has been due to the unavailability of a viable measure. The purpose of this study was to identify the dimensions of market demand for TKD schools and develop the Scale of Market Demand Associated with Taekwondo School (SMD-TKD). Research participants (NÂ =Â 205) were TKD school members who were 18 years and older from 22 TKD schools in major cities of Florida. A factor analysis using principal component extraction and varimax rotation produced six factors with 51 items returned (i.e., Personal Benefits, School Operation, Instruction Quality, Program Offering, Locker Room, and Cultural Learning). Multiples regression analysis revealed that all market demand factors, except for Program Offering and Cultural Learning, were positively (pÂ

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 12 (2009)
    Issue (Month): 3 (August)
    Pages: 149-166

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    Handle: RePEc:eee:spomar:v:12:y:2009:i:3:p:149-166

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    Related research

    Keywords: Martial Arts Marketing Research Scale Development;

    References

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    1. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer, vol. 39(1), pages 31-36, March.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer, vol. 16(3), pages 297-334, September.
    3. Harman, Harry H., 1976. "Modern Factor Analysis," University of Chicago Press Economics Books, University of Chicago Press, edition 3, number 9780226316529, October.
    4. Chelladurai, Packianathan & Chang, Kyungro, 2000. "Targets and Standards of Quality in Sport Services," Sport Management Review, Elsevier, vol. 3(1), pages 1-22, May.
    5. Braunstein, Jessica R. & Zhang, James J. & Trail, Galen T. & Gibson, Heather J., 2005. "Dimensions of Market Demand Associated with Pre-season Training: Development of a Scale for Major League Baseball Spring Training," Sport Management Review, Elsevier, vol. 8(3), pages 271-296, November.
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