Sport Spectator Consumption Behavior

By Galen T. Trail, J. Fink. Sport Marketing Quarterly, 2003

449 citations recorded by the source corpus.

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.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/552bdd33a40d17bc59cf7c766db5199ee2581c30

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Citations in the corpus

eSport vs. Sport: A Comparison of Spectator Motives (2018, unknown): “Research on sport consumer motives has provided valuable insight in understanding sport consumption behaviors (Trail & Kim, 2011) and identified that these motives are also a central predictor of sport consumption decisions (Trail, Fink, & Anderson, 2003).”
Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program (2008, unknown): “…Wann & Branscombe, 1993) may be due in part to their superior knowledge of the sport product (Meenaghan, 2001) or their desire to be affiliated or identified with the sport, team, coaches, and players (Johar & Pham, 1999; Robinson, Trail, Dick, & Gillentine, 2005; Trail, Fink, & Anderson, 2003).”
Factors Influencing eSports Viewership: An Approach Based on the Theory of Reasoned Action (2020, background): “Findings from the current study are resonating with extant research on traditional sports consumption, indicating the drama or suspense motive is a key element in attracting spectatorship for both traditional sports and eSports (Bryant & Raney, 2000; Trail et al., 2003; Trail & Kim, 2011).”
Impact of core and peripheral service quality on consumption behavior of professional team sport spectators as mediated by perceived value (2013, background): “Trail, Fink, and Anderson (2003) measured sport consumer’s future behavior by employing a unidimensional approach that consisted of four items (i.e., attend future games, purchase the team’s souvenir, buy team’s licensed products, and support the team).”
Toward Team or Player? How Trust, Vicarious Achievement Motive, and Identification Affect Fan Loyalty (2012, background): “Such findings serve as the theoretical support for studies that demonstrate the positive effect of vicarious achievement motive on team identification (Fink et al., 2002; Trail et al., 2003; Wann & Branscombe, 1993) Although vicarious achievement seeking toward individual players is seldom discussed”
Consumer Satisfaction and Identity Theory: A Model of Sport Spectator Conative Loyalty (2005, unknown): “Further, the amount of variance explained in conative loyalty (49% by Model B) is considerably more than the two other studies that have included a behavior or behavioral intention variable in a sport spectator model (Laverie & Arnett, 2000; Trail et al., 2003).”
A conceptual framework for understanding relationships between sport consumers and sport organizations: a relationship quality approach. (2011, background): “Moreover, relational constructs such as trust (Couvelaere, & Richelieu, 2005), identification (Laverie & Arnett, 2000; Trail et al., 2003), commitment (Mahony et al.”
Motivational Profiles of Sport Fans of Different Sports (2008, unknown): “Trail et al. (2003) note that these sport-specific motives can then be employed by the sport marketer as a method of segmentation.”