Sport attendance behavior spectrum : motivators, constraints and context
Purpose: The purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator positively impacting attendance or a constraint negatively impacting attendance. Rather, when accounting for the context of the setting (e.g. sport, playing level, locality, patron type, etc.), some areas belong on a spectrum that fluctuates between positive and negative impacts on attendance that are dependent on the context of the given environment. Design/methodology/approach: Through factor analysis and structural equation modeling, the proposed model attempted to explain relationships between five second-order factors and game attendance, which expanded to include the new internal contextual and external contextual factors, and ultimately team fandom. Findings: The results indicated three significant main effects where internal contextual exhibited a positive relationship with attendance, while constraints and external contextual demonstrated a negative relationship. Internal and external motives were not significant. Further, the moderating effect of high and low sport interest groupings largely indicated no significant spectator differences. The model explained 24% of the variance in attendance, and attendance accounted for 41% of the variance in team fandom. Originality/value: Attendance is intricate, and this study highlighted the importance of considering and adapting to the sporting context as some factors exist on a sport attendance behavior spectrum and differently impact spectators positively or negatively, given the context of the setting. Further, in this lower-level sport setting, consumers viewed minor league hockey more as a leisure commodity than a premier sport contest.
Year of publication: |
2020
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Authors: | Mayer, Kurt C. ; Hungenberg, Eric |
Published in: |
International Journal of Sports Marketing and Sponsorship. - Emerald, ISSN 1464-6668, ZDB-ID 2238604-X. - Vol. 22.2020, 3 (15.09.), p. 566-587
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Publisher: |
Emerald |
Saved in:
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