The main purpose of this study is to reexamine price construct and clarify the components of intangible social price in the field of marketing for public sport services, namely social marketing. Therefore, the conceptual model of price that has been proposed by Fine (1981), Crompton and Lamb (1986), and O'Sullivan (1991) is used to operationalize the price construct. The 30 price attribute statements capturing the 6 dimensions of price are developed in the context of selected
public sport services. Questionnaires containing 30 items are administered to a total of 1,200 users of six different types of public gymnasium in F-city. Six hundred twenty-three usable questionnaires were returned, resulting in a response rate of 51.9%. Principal component analysis and oblique rotation by OBLIMIN procedure in SPSS-X are performed to identify the overall dimensions of price in selected public sport services. Factor scores are then computed every sample to compare for differences in frequency of usage (user status). The main findings of this study are summarized as follows: (1) Using a principal component analysis, six factors representing dimensions of user's perceived price emerged. They are named as 'embarrassment costs', 'congestion costs', 'opportunity cost', 'effortcosts', 'psychic costs', and 'monetary costs', respectively. This finding suggests that the price construct depends on both the monetary price, and the social price which involves nonmonetary price such as embarrassment costs, congestion costs, opportunity cost, effort costs, and psychic costs in the field of marketing for selected public sport services. (2) When mean factor scores are compared by user status groups (light user and heavy user), these scores differ significantly for 4 social price factors such as embarrassment costs, opportunity cost, effort costs, psychic costs of the 6 factor dimensions. In all, the study suggests that the social price concept should be more mixed as one of the marketing mix variables in the strategy of marketing for publuic sport services.
引用
福岡教育大学紀要. 第五分冊, 芸術・保健体育・家政科編
Bulletin of Fukuoka University of Education. Part V, Art, health and physical education, and home economics
雑誌名
福岡教育大学紀要. 第五分冊, 芸術・保健体育・家政科編 = Bulletin of Fukuoka University of Education. Part V, Art, health and physical education, and home economics
巻
45
ページ
65 - 76
発行年
1996-02-10
ISSN
0286-3243
フォーマット
application/pdf
その他のタイトル
An empirical study on the social price for selected public sport services : through the analysis of public gymnasium user's price-conscious in F-city
公共スポーツサービスの社会的価格に関する研究 : F市における公共体育館利用者の価格意識の分析を通して
nakanishi_45_5.pdf
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