Motivation of sport fans on different channels of sport entertainments
Abstract
In the twenty years of research on fan motivation, sport marketing researchers have been able to identify several factors relating to the construct of fan motivation (Kahle et al., 1996; McDonald, 1999; Wann, 1999). Building on the different factors, valid measurements of fan motivation have also been developed (Trail and James, 2001). Now, further researches are called upon to use the measurements to provide a better comparison between classifications of different sport fans. By using multiple regression and ANOVA, the study addresses the distinction between fans who attend sports at a live setting and fans who enjoy sports through a multi-media setting. Overall, this research provides a discussion on the different fan behavior in choosing channels for sport entertainments.
Degree
M.S.
Advisors
Rutherford, Purdue University.
Subject Area
Marketing|Behavioral psychology
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