INVESTIGATING THE MOTIVATIONAL PREFERENCES OF CONSUMERS PARTICIPATING IN DIFFERENT SPORTS

Abstract

One of the important issue facing sport researchers is understanding why people participate in sport programs. Most participation motivation studies conducted in different countries have identified a consistent set of motivational factors for participation. Also, it is important to compare sport participation motivation across multiple sports. Participants (N=421), involved in different sports, completed the modified  version of the McDonald et al’s (2002) sport consumption motivation scale and Ko et al’s (2008) action sports motivation scale. In addition, demographic questions and some questions in relation to nutrition frequency, supplement consumption, smoking habits and sport expenditures were asked to the respondents. Confirmatory Factor Analyses showed a set of motivational factors fairly consistent with the research conducted in other countries. Significant differences were found among different sports in relation to motivation factors. Discussion and implications address how sport marketers might interpret the different motivation factors across multiple sports. 

Keywords

• Sport consumption; sport participation motivation; expenditures

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