Martial arts participation: Consumer motivation

Yong Jae Ko, Yu Kyoum Kim, Joseph Valacich

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence an individual's participation in martial arts to provide leaders of the industry with meaningful managerial implications. The researchers collected data from the 2004 Battle of Columbus Martial Arts World Games IV, one of the most popular martial arts events in the US. The results of a series of MANOVA tests revealed that these martial arts participants (N = 307) are highly motivated by growth-related motivation (e.g. value development and actualisation). In addition, the findings indicate that motivation of martial arts practitioners varies across types of martial arts disciplines, competition orientation and past experiences. Given these results, implications for future research and practice are discussed.

Original languageEnglish (US)
Pages (from-to)105-123
Number of pages19
JournalInternational Journal of Sports Marketing and Sponsorship
Issue number2
StatePublished - Jan 2010


  • Empirical study
  • Martial arts
  • Motivation

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing


Dive into the research topics of 'Martial arts participation: Consumer motivation'. Together they form a unique fingerprint.

Cite this