Investigation of the Relationship Among Fantasy Football Participation Motivation, Consumer Satisfaction and Behavioral Intentions

Year 2018, Volume: 20 Issue: 3, 338 - 343, 30.12.2018

Oğuhan Demirhan Ersin Eskiler

https://doi.org/10.15314/tsed.463411

Abstract

While
consumer motivation is considered as a theoretical approach that explains how
individuals choose to engage in various consumption behaviors at certain times,
the theory of disapproval provides a common theoretical basis for exploring and
explaining consumer satisfaction and consumer responses to consumption. As a
matter of fact, it is important for the management to determine how the effect
of motivation on consumer satisfaction and the future tendencies of individuals
after consumption. In this context, the aim of the study was to reveal the
motivation of participating individuals in the fantasy football and to
investigate the relationship of motivation between, consumer satisfaction and
behavioral intentions. The research was carried out by the survey model and the
judgmental sampling method was used for sampling. The study population
consisted of 509 active fantasy football participants in Turkey. The data were
collected by an on-line survey method based on volunteerism. In order to
determine participant characteristics, descriptive statistics and to identify
the relationships between variables, correlation and regression analysis were
used. The findings showed that there was a positive statistically significant
relationship between fantasy football participation motivation (FFPM)
sub-dimensions and consumer satisfaction and behavioral intention variables. As
a result of the regression analysis, FFPM (subscales of entertainment, social
interaction and gambling) could be predicted behavioral intent @ 36% (F =
92,453, p <0.01). On the other hand, behavioral intention could be explained
by consumer satisfaction at @% 54 (F = 591,325, p <0,01). When
both variables were included in the analysis, FFPM entertainment sub-dimension
(β = 0.228) and consumer satisfaction (β = 0.604) could be clarified behavioral
intentions by 57% (F (2, 506) = 340.236; p <0.01). In conclusion, it can be
stated that FFPM and consumer satisfaction are important determinants of
behavioral intentions separately and together.

Keywords

Sports, Fantasy football, Motivation, Satisfaction, Behavioral Intention

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