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Sport fans’ motivations
Izzo, G. Martin Munteanu, Corneliu Langford, Barry E. Ceobanu, Ciprian
Izzo, G. Martin
Munteanu, Corneliu
Langford, Barry E.
Ceobanu, Ciprian
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n11833.pdf
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Abstract
The purpose of the present study was to add to the existing spectator motivations literature (e.g. Kim, Greenwell, Andrew, Lee & Mahony, 2008; Won and Kitamura 2007; Trail and James 2001; Funk, Mahony, Nakazawa, and Hirakawa 2001) by investigating the buyer motivations of Romanian sport fans. In response to the suggestions of earlier researchers concerning new research that spans across different countries and cultures, the present study seeks to explore sports fans’ motivations in Romania. To respond to sport consumers and develop effective communication strategies requires marketers to investigate spectator motivations to better understand this type of buyer behavior. The present study investigated the motivations of Romanian sport fans toward soccer by adopting and reinterpreting scales of earlier studies. The investigative procedures were very similar to those reported in earlier research (e.g. Kim, Greenwell, Andrew, Lee & Mahony, 2008; Won and Kitamura, 2007; Trail and James, 2001; Funk, Mahony, Nakazawa, and Hirakawa, 2001, etal), who have investigated similar phenomena and developed fans’ spectator motivation scales. The study will further the understanding of the constructs that affect sport fans’ consumption motivations. Although, the present study appears to be somewhat supportive of the work of earlier researchers of sport fan motivation scales, the findings suggest that more analysis is needed.
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2011
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With permission of the license/copyright holder