The Relationship between Sport Consumer Motives and Team Identification in Division I College Football
International Journal of Economics and Management Studies |
© 2020 by SSRG - IJEMS Journal |
Volume 7 Issue 3 |
Year of Publication : 2020 |
Authors : Boyun Woo |
How to Cite?
Boyun Woo, "The Relationship between Sport Consumer Motives and Team Identification in Division I College Football," SSRG International Journal of Economics and Management Studies, vol. 7, no. 3, pp. 60-65, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I3P109
Abstract:
As the attendance at college football games has continuously decreased over the past years, it has become important for college athletics marketers to understand what brings people to attend games. One of the factors that are frequently discussed in the literature in relation to game attendance is team identification. That is, those with high levels of team identification are more likely to attend games. Then, what factors contribute to team identification? In this study, the impact of spectator motives (vicarious achievement, aesthetics, drama, escape, knowledge, social interaction, and physical skill) on team identification was examined in the setting of Division I college football in the United States. The data were collected from 1154 Division I football attendees using a paper-pencil self-administered survey method. The results revealed that seven motives all together explained 50.8% of the variance in team identification. When looking into individual motives, the motives of vicarious achievement, aesthetics, drama, and social interaction showed a significant association with team identification. The findings of the study suggest valuable guides to college athletics marketers by providing information on what types of promotional strategies they need to develop to increase the attendees’ team identification.
Keywords:
Motives, team identification, vicarious achievement, aesthetics, drama, social interaction.
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