Motivational Factors for Evaluating Sport Spectator and Participant Markets

By M. Mcdonald, George R. Milne, J. Hong. Sport Marketing Quarterly, 2002

287 citations recorded by the source corpus.

While sport has become a viable component of the marketing promotion mix, a comprehensive set of factors for evaluating the motivations of consumers who watch or play sport is still lacking. This research begins to fill this void by suggesting a motivations framework to organize constructs for evaluating sport consumption. The empirical study develops scales to measure motivations for spectating and participant markets, and profiles sports using motivational constructs. The proposed constructs are shown to have implications for marketing managers, advertising agencies, and other researchers in sport marketing.

Subfields: Applied Psychology, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/41b4ad0cb195d59858beda4e83cac64b772c5b4f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. K. Kaplanidou
2. Ioanna Karabaxoglou
3. Min Xiao
4. N. Theodorakis

In Social Psychology

1. K. Kaplanidou
2. Ioanna Karabaxoglou
3. Min Xiao
4. N. Theodorakis

In Sociology and Political Science

1. N. Theodorakis
2. Ioanna Karabaxoglou
3. K. Kaplanidou
4. Min Xiao
5. Christine A. Vogt

Citations in the corpus

• Motivational Profiles of Sport Fans of Different Sports (2008, unknown): “This finding precisely replicates work by Wann, Schrader, and Wilson (1999) and also mirrors research by McDonald et al. (2002), who found particularly high levels of aesthetic motivation for the consumption of golf.”
• Looking at Gender Differences through the Lens of Sport Spectators (2006, unknown): “Unlike other instruments used to measure fan motives (e.g., McDonald, Milne & Hong, 2002; Train & James, 2001; Wann 1995), the SII contains four factors that emerged specifically from previous studies on fans of women’s sports (i.e., support for sport opportunities, role model, wholesome…”
• Factors Influencing eSports Viewership: An Approach Based on the Theory of Reasoned Action (2020, background): “Social interaction emphasizes the interaction and communication between sports fans during the sports consumption experience (Brown et al., 2017; McDonald et al., 2002).”
• Effect of Event Service Quality and Satisfaction on Happiness Among Runners of a Recurring Sport Event (2015, methodology): “Another stream of research adapted the hierarchical approach for examining event quality (Clemes, Brush, & Collins, 2011; Ko, Zhang, Cattani, & Pastore, 2011; Yoshida & James, 2011) based on the work of Rust and Oliver (1994) and Brady and Cronin (2001).”