Sport Spectator Consumption Behavior

TLDR

Competition for the sport consumer dollar has intensified, yet no empirically tested model or psychometrically sound scales exist to explain or measure fan motives and behaviors. The study aims to better understand why sport spectators and fans consume media and merchandise to aid marketers and managers. The model, incorporating motives, identification, expectancies, affective state, and self-esteem, explains about 11 % of variance in consumption intentions, with well‑validated scales and actionable implications for marketers and managers.

Abstract

Competition for the sport consumer dollar has increased tremendously in recent years. A better understanding of why sport spectators and fans consume media and merchandise would benefit sport marketers and managers greatly. To date, no empirically tested model has proposed explanatory and predictive relationships among fan/spectator motives and behavior variables. In addition, no psycho-metrically sound scales exist to measure these cognitive, affective, and behavioral constructs. The results of this study indicate that a model including such factors as motives, identification, expectancies, disconfirmation or confirmation of expectancies, affective state, and self-esteem behavioral intentions explains approximately 11% of the variance in sport spectator consumption intentions. The scales for the constructs evidenced good internal consistency and construct validity. The implications for sport marketers and managers are also described.