Exploring Effective Factors on Football Games Watching Decisions of Individuals: The Role of Entertainment Value and People’s Characteristics in Watching Games

Abstract

The present study provides a new approach to the subject of “spectator behaviors” in sports marketing, a contemporary area of marketing. In this study, the decision to watch football games has been categorized as follows: watching in a stadium, watching at home, watching with a community and not watching. The aim of the study is to discover people’s perceptions of entertainment value of football and characteristics of people in relation to football, and other key elements behind these individuals’ decisions of watching games, in different categories. For this purpose, in-depth interviews were conducted with 20 people (5 for each group) and the data gathered from these interviews were analyzed through NVivo 11. According to the research findings, the entertainment value for football is high for the spectators who watch games in stadiums, average for the audience who watch games both at home and with a community, and low for the non-watchers. Beside differences in personalities, some main influencing factors were also found for people’s watching/not watching decisions and all these factors were categorized as economic, social, cultural, personal, motivational, and environmental factors.

Keywords

• Spectator Behaviors,Spectator Characteristics,Football’s Entertainment Value,Game Watching

Bireylerin Futbol Maçlarını İzleme Kararlarında Etkili Olan Faktörleri Keşfetme: Eğlence Değeri ve Bireylerin Kişisel Özelliklerinin Rolü

Abstract

Bu çalışma, güncel bir pazarlama alanı olan spor pazarlamasının “seyirci davranışları” konusuna yeni bir yaklaşım getirmektedir. Futbol maçlarını izleme kararı çalışmada; stadyumda, evde, bir toplulukla veya izlememe olarak kategorize edilmiştir. Çalışmanın amacı, futbol maçları özelinde bireylerin eğlence değeri algılarını ve karakter özelliklerini keşfetmek ve farklı kategorilerdeki bu kişilerin kararlarını izleyen diğer kilit unsurları bulmaktır. Bu amaçla, 20 kişi (her grup için 5 kişi) ile derinlemesine görüşmeler yapılmış olup bu görüşmelerden elde edilen veriler NVivo 11 aracılığıyla analiz edilmiştir. Araştırma bulgularına göre futbol için eğlence değeri; stadyumda izlemekte olan seyirciler için yüksek, hem evde hem de toplulukta izleyen seyirciler için ortalama ve izlemeyenler için düşüktür. Eğlence değerinin yanı sıra; farklı kategorilerdeki bireylerin karakter özellikleri ayrıştırılmış, ek önemli faktörler sunulmuş ve tüm bu faktörler; ekonomik, sosyal, kültürel, kişisel, motivasyonel ve çevresel faktörler olarak kategorize edilmiştir.

Keywords

• Seyirci Davranışları,Seyirci Karakter Özellikleri,Futbolun Eğlence Değeri,Futbol İzleme Kararı,Spor Endüstrisi

References

1. AT Kearney (2016). Spor Endüstrisinin Büyüklüğü Raporu. İstanbul.
2. Dietz-Uhler, B., Harrick, E. A., End, C., & Jacquemotte, L. (2000). Sex differences in sport fan behavior and reasons for being a sport fan. Journal of Sport Behavior, 23, 219-231.
3. Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11(1).
4. Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support Sport Marketing Quarterly, 11(1), 33-43.
5. Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2004). Exploring origins of involvement: Understanding the relationship between consumer motives and involvement with professional sport teams. Leisure Sciences, 26(1), 35-61.
6. Gegez, A. E. (2015). Pazarlama araştırmaları, 5. Baskı, İstanbul: Beta Basım Yayım Dağıtım AŞ.
7. James, J. D., & Ridinger, L. L. (2002). Female and male sport fans: A comparison of sport consumption motives. Journal of Sport Behavior, 25, 260-278.
8. Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson education.

9. Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
10. Laverie, D. A., & Arnett, D. B. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of leisure Research, 32(2), 225.
11. MacLardie, J. (2002). Sport fan motivation. (Unpublished thesis. Aberdeen University.)
12. Mahony, D. F., Nakazawa, M., Funk, D. C., James, J. D., & Gladden, J. M. (2002). Motivational factors influencing the behaviour of J. League spectators. Sport Management Review, 5(1), 1-24.
13. McDonald, M. A., Milne, G. R., & Hong, J. (2002). Motivational factors for evaluating sport spectator and participant markets. Sport Marketing Quarterly, 11, 100-113.
14. Sloan, L. R. (1989). The motives of sports fans. Sports, Games, And Play: Social And Psychological Viewpoints, 2, 175-240.
15. Suckow, C. (2008). Literature review on brand equity in professional team sport: a German perspective on ice hockey. International Journal of sport management and marketing, 5(1-2), 211-225.
16. Trail, G. T., Anderson, D. F., & Fink, J. S. (2000). A theoretical model of sport spectator consumption behavior. International Journal of Sport Management, 1(3), 154-180.
17. Trail, G. T., & James, J. D. (2001). The motivation scale for sport consumption: Assessment of the scale’s psychometric properties. Journal of sport behavior, 24(1), 108.
18. Trail, G. T., Robinson, M. J., Dick, R. J., & Gillentine, A. J. (2003). Motives and points of attachment: Fans versus spectators in intercollegiate athletics. Sport Marketing Quarterly, 12(4).
19. Trail, G. T., Robinson, M. J., & Kim, Y. K. (2008). Sport consumer behavior: A test for group differences on structural constraints. Sport Marketing Quarterly, 17(4), 190.
20. Wakefield, K. L., & Wann, D. L. (2006). An examination of dysfunctional sport fans: Method of classification and relationships with problem behaviors. Journal of Leisure Research, 38(2), 168.
21. Wann, D. L., Schrader, M. P., & Wilson, A. M. (1999). Sport fan motivation: Questionnaire validation, comparisons by sport, and relationship to athletic motivation. Journal of Sport Behavior, 22, 114-139.
22. Wann, D. L., Melnick, M. J., Russell, G. W., & Pease, D. G. (2001). Sport fans: The psychology and social impact of spectators, Routledge.
23. Wann, D. L., Royalty, J. L., & Rochelle, A. R. (2002). Using motivation and team identfication to predict sport fans’ emotional responses to team performance. Journal of Sport Behavior, 25(2), 207.
24. Wann, D. L., Grieve, F. G., Zapalac, R. K., & Pease, D. G. (2008). Motivational profiles of sport fans of different sports. Sport Marketing Quarterly, 17(1), 6.
25. Yildirim, A., & Simsek, H. (2008). Sosyal bilimlerde nitel arastirma yöntemleri, Ankara: Seckin Yayinlari.
26. Zillmann, D., Bryant, J., & Sapolsky, B. S. (1989). Enjoyment from sports spectatorship. Sports, games, and play: Social and psychological viewpoints, 2, 241-278.