Constraints and Motivators: A New Model to Explain Sport Consumer Behavior

TLDR

The study aims to develop and empirically test a model linking constraints, motivators, and attendance in spectator sports. The authors developed a model linking constraints, motivators, and attendance and empirically tested it in a spectator sport setting. The model explained 34 % of attendance variance, with Attachment to the Team accounting for ~21 %, Lack of Success ~10 %, and Leisure Alternatives ~3 %, showing that evaluating constraints and motivators can help marketers serve and attract fans.

Abstract

This study focused on developing a model to explain relationships among constraints, motivators, and attendance, and empirically test the proposed model within the spectator sport context. The proposed model explained 34% of variance in Attendance. Results showed that Attachment to the Team, an internal motivator, entered first and explained approximately 21% of the variance in attendance. Lack of Success, an internal constraint, entered next and explained almost 10% additional variance. Leisure Alternatives, an external constraint entered next and explained an additional 3%. The ability to properly evaluate constraints and motivators gives sport marketers the opportunity to more effectively serve existing fans, as well as attract new fans.