Factors influencing spectator sports consumption: NCAA women's college basketball
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2011
Abstract
Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of this study was to examine three different models of constraints and motivators that influence attendance: a correlated model, a hierarchical model and a moderated model. Twenty factors were identified and classified into four main categories. The results indicated that 16 out of 20 motivators and constraints had a significant relationship with attendance in the theoretically expected direction.
Keywords
Citation
Trail, G.T. and Kim, Y.K. (2011), "Factors influencing spectator sports consumption: NCAA women's college basketball", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 55-77. https://doi.org/10.1108/IJSMS-13-01-2011-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited