Promoting fan engagement: an exploration of the fundamental motives for sport consumption amongst premier league football spectators

Frederick W. Stander; Llewellyn E. van Zyl; Kemiso Motaung

doi:10.1080/14330237.2016.1208920

Promoting fan engagement: an exploration of the fundamental motives for sport consumption amongst premier league football spectators

Frederick W. Stander, Llewellyn E. van Zyl, Kemiso Motaung

Research output: Contribution to journal › Article › Academic › peer-review

6 Citations (Scopus)

Abstract

The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings.

Original language	English
Pages (from-to)	309-315
Journal	Journal of Psychology in Africa
Volume	26
Issue number	4
DOIs	https://doi.org/10.1080/14330237.2016.1208920
Publication status	Published - 2016
Externally published	Yes

Keywords

fan engagement
motivation for sport consumption
consumer behaviour
customer engagement theory
structural equation modelling

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/14330237.2016.1208920

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title = "Promoting fan engagement: an exploration of the fundamental motives for sport consumption amongst premier league football spectators",

abstract = "The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings.",

keywords = "fan engagement, motivation for sport consumption, consumer behaviour, customer engagement theory, structural equation modelling",

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year = "2016",

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language = "English",

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AU - Stander, Frederick W.

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AU - Motaung, Kemiso

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N2 - The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings.

AB - The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings.

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KW - motivation for sport consumption

KW - consumer behaviour

KW - customer engagement theory

KW - structural equation modelling

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JO - Journal of Psychology in Africa

JF - Journal of Psychology in Africa

IS - 4

ER -

Promoting fan engagement: an exploration of the fundamental motives for sport consumption amongst premier league football spectators

Abstract

Keywords

UN SDGs

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