One apparent trend impacting spectator sports is the shift in sport fans’ consumption opportunities, having now gained many alternative formats to access sporting events. Sport fans are allowed intentionally and constantly to move from platform to platform and access content on demand. These substitute platforms, including home television, online streaming, social networking, sports bars, and movie cinema, are considered mediated sports consumption, alternative outlets to actual physical attendance of sporting events. As the phenomenon of mediated sports consumption has become a predominant means of spectating sports consumption practice, it is more important than ever to identify and understand how mediated sports consumption impacts sport fans behaviors. In other words, what motives influence sport fans’ decision making to consume sport games is important for sport organizations in order to have a more comprehensive view of spectator sports within the context of mediated sports consumption as well as to maximize fan participation and revenue development.
The purpose of this study was threefold: (1) to explore what motives influence sport fans’ consumption practice regarding mediated sports consumption not only to extend our understanding of sport consumers but also to help explain sport fans’ decision making, (2) to develop a comprehensive motivation scale for mediated sports consumption (MSMSC); and (3) to provide initial validation for MSMSC.
This study adopted mixed methods combined a qualitative phase and a quantitative phase. Specifically, a five-stage methodology, including face-to-face interviews, a panel of expert review, exploratory factor analyses, confirmatory factor analyses, and structural equation modeling, was used to determine the validity and reliability of the MSMSC.
The developed MSMSC has seven key motives measured by 21 items. The seven factors were convenience (3 items), sociability (3 items), emotional hedge (2 items), programming (3 items), ownership (3 items), team identification (4 items), and security (3 item). The seven-factor model was confirmed and had achieved a good model fit, which suggested that this newly developed MSMSC was adequate to capture mediated sports consumption behavior. Given the findings, managerial implication for sport management practices and future research are discussed.
|Advisor:||Mao, Luke Lunhua|
|Commitee:||Seidler, Todd, Barnes, John, Gillespie, Brian|
|School:||The University of New Mexico|
|School Location:||United States -- New Mexico|
|Source:||DAI-A 81/8(E), Dissertation Abstracts International|
|Subjects:||Sports Management, Health sciences|
|Keywords:||Consumer behavior, Mediated sports consumption, Scale development, Spectator sports|
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