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

Year 2018, Volume: 18 Issue: 4, 671 - 683, 23.10.2018

Nilşah Cavdar İbrahim Kırçova

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

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