THE RELATIONSHIP BETWEEN MOTIVATION, WHICH PROMPTS INDIVIDUALS TO BE SOCCER FANS, AND LOYALTY: A STUDY ON FENERBAHCE FANS

Year 2010, Volume: 9 Issue: 33, 89 - 97, 17.06.2012

Gülberk Gültekin Salman Caner Giray

Abstract

The purpose of this study is to explore the relations between motives that impact individuals to be soccer spectators and fans and loyalty toward Fenerbahçe soccer team. Loyalty is measured in both behavioral and attitudinal dimensions; on the other hand motivation has eight dimensions including economic, escape, group affiliation, family, eustress, selfesteem, aesthetics, and entertainment. 796 Fenerbahçe fans were surveyed for this study. Motivation dimensions were included in factor analysis and four dimensions were finalized for Fenerbahçe fans including sharing excitement, having pleasure, aesthetic and entertainment. The motivation factors and loyalty have a significant relationship. Loyalty and motivation factors have also been tested with demographics and findings are included in the study.

Keywords

Sport Marketing, Sport Consumer, Loyalty, Motivation

BİREYLERİN FUTBOL TARAFTARI OLMASINI ETKİLEYEN GÜDÜLER İLE SADAKAT ARASINDAKİ İLİŞKİ: FENERBAHÇE TARAFTARLARI ÜZERİNE BİR UYGULAMA-THE RELATIONSHIP BETWEEN MOTIVATION, WHICH PROMPTS INDIVIDUALS TO BE SOCCER FANS, AND LOYALTY: A STUDY ON FENERBAHCE FANS

Abstract

Bu çalışmanın amacı, bireyleri futbol izleyicisi ve taraftarı olmaya motive eden güdüler ile, Fenerbahçe taraftarlarının takımlarına yönelik sadakati arasındaki ilişkinin incelenmesidir. Sadakat davranışsal ve tutumsal olarak iki boyut halinde incelenirken, motivasyon değişkeni 8 boyut (ekonomi, kaçış, gruba bağlılık, aile, hoş gerilim (eustress), özdeğerlilik (self-esteem), estetik ve eğlence) olarak  incelenmiştir. Araştırma için 796 Fenerbahçe taraftarına anket uygulanmıştır. Motivasyon boyutları faktör analiziyle test edilip yeni 4 faktör (heyecanı paylaşım, haz alma, estetik ve eğlence) yaratılırken, sadakat ile motivasyon faktörleri arasında anlamlı bir ilişki bulunmuştur. Ayrıca sadakat ve motivasyon faktörleri demografik değişkenler ile test edilmiş ve farklılıklar araştırma bulgularında belirtilmiştir.

The purpose of this study is to explore the relations between motives that impact individuals to be soccer spectators and fans and loyalty toward Fenerbahçe soccer team. Loyalty is measured in both behavioral and attitudinal dimensions; on the other hand motivation has eight dimensions including economic, escape, group affiliation, family, eustress, self-esteem, aesthetics, and entertainment. 796 Fenerbahçe fans were surveyed for this study. Motivation dimensions were included in factor analysis and four dimensions were finalized for Fenerbahçe fans including sharing excitement, having pleasure, aesthetic and entertainment. The motivation factors and loyalty have a significant relationship. Loyalty and motivation factors have also been tested with demographics and findings are included in the study.

Keywords

Spor Pazarlaması, Spor Tüketicileri, Sadakat, Motivasyon