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

Öz

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.

Anahtar Kelimeler

• Sports,Fantasy football,Motivation,Satisfaction,Behavioral Intention

Kaynakça

1. 1. Ajzen, I. (1991). The Theory of Planed Behavior. Organizational Behavior and Human Decision Processes. 50, 179-211.
2. 2. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
3. 3. Alan. K.A. Kabadayı, E.T. Cavdar, N. (2017) Why Do People Play Onlıne Games? The Role of Onlıne Gamer Innovatıveness. International Journal of Eurasia Social Sciences, 8(30), 2260-2280.
4. 4. Ali, F., & Amin, M. (2014). The influence of physical environment on emotions, customer satisfaction and behavioural intentions in Chinese resort hotel industry. Journal for Global Business Advancement, 7(3), 249-266.
5. 5. Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı, Sakarya Kitabevi, Sakarya.
6. 6. Arcan, K., & Karanci, A. N. (2014). Kumar Oynama Nedenleri Ölçeğinin uyarlama, geçerlilik ve güvenilirlik çalışması. Anatolian Journal of Psychiatry/Anadolu Psikiyatri Dergisi, 15(3), 248-256.
7. 7. Argan, M. ve Katırcı, H. (2002). Spor Pazarlaması. Ankara: Nobel.
8. 8. Armutlu, C., & Üner, M. M. (2009). Benlik imajı uyumu, tüketici tatmini ve marka sadakati ilişkisi üzerine görgül bir araştırma. Gazi University Journal of Economics & Administrative Sciences, 11(3), 1-26.

9. 9. Broderick, A., & Pickton, D. (2005). Integrated marketing communications. Pearson Education UK.
10. 10. Büyüköztürk, Ş. (2016). Sosyal Bilimler için Veri Analizi El Kitabı. (22. Baskı) Ankara: Pegem Akademi.
11. 11. Comeau, T. O. (2007). Fantasy football participation and media usage. Doktora Tezi. Uni. of Missouri-Columbia.
12. 12. Cronin Jr,J., Brady, MK., & Hult, GTM. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
13. 13. Dhurup, M. & Dlodlo, N. (2013). To play or not to play! Online fantasy football consumption motives and the relationship with attitude and future behavioural intentions. Mediterranean J. of Soc. Sci. 4(14), 201.
14. 14. Dwyer, B., & Kim, Y. (2011). For love or money: Developing and validating a motivational scale for fantasy football participation. Journal of Sport Management, 25(1), 70-83.
15. 15. Dwyer, B., Shapiro, S. L., & Drayer, J. (2011). Segmenting motivation: An analysis of fantasy baseball motives and mediated sport consumption. Sport Marketing Quarterly, 20, 129–137.
16. 16. Eskiler, E., Demirhan, O., & Soyer, F. (2017). “Fantezi Futbol Katılım Motivasyonu Ölçeği” Türkçe Formu Geçerlik Ve Güvenirlik Çalışması. Beden Egitimi ve Spor Bilimleri Dergisi, 11(2), 159-169.
17. 17. Evans, M., Jamal, A. & Foxall, G. (2010). Consumer Behaviour. England : Wiley Pablication.
18. 18. Farquhar, L.K. & Meeds, R. (2007). Types of fantasy sports users and their motivations. Journal of Computer-Mediated Communication, 12, 1208–1228
19. 19. George, D. ve P. Mallery. (2001). SPSS for Windows Step by Step: A Simple Guide and Reference 10.0 Update. 3. Baskı. Boston: Allyn and Bacon.
20. 20. Gültekin Salman, G., & Giray, C. (2010). Bireylerin futbol taraftarı olmasını etkileyen güdüler ile sadakat arasındaki ilişki: Fenerbahçe taraftarları üzerine bir uygulama. Öneri. 9(33), 89-97.
21. 21. Han, H. and Kim, W. (2009). Outcomes of relational benefits: restaurant customers' perspective, Journal of Travel & Tourism Marketing, 26(8), 820–835.
22. 22. Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
23. 23. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York: Guilford Press.
24. 24. http://money.cnn.com/2015/10/06/news/companies/fantasy-sports-101/index.html (URL1).
25. 25. https://fsta.org/research/industry-demographics/ (URL2)
26. 26. https://www.gaminginturkey.com/en/turkish-game-market-2016 (URL4)
27. 27. https://www.sportbusiness.com/global-sports-media-consumption-report (URL3)
28. 28. Kalaycı, Ş. (2014). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Yayın Dağıtım.
29. 29. Kim, E. J., Namkoong, K., Ku, T., & Kim, S. J. (2008). The relationship between online game addiction and aggression, self-control and narcissistic personality traits. European psychiatry, 23(3), 212-218.
30. 30. Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
31. 31. Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality: An International Journal, 19(3), 308-331.
32. 32. Luthans, F. (2005). Organizational behavior. McGraw-Hill International Edition.
33. 33. Oliver, R.L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research. 17, 460-469.
34. 34. Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. 2. Baskı. New York: Sharpe, Inc.
35. 35. Ruihley, B.J. (2010). The Fantasy Sport Experience: Motivations, Satisfaction, and Future İntentions. Doktora tezi, Tennessee Üniversitesi.
36. 36. Severt, D., Wang, Y., Chen, P. J. and Breiter, D. (2007). Examining the Motivation, Perceived Performance, and Behavioral İntentions of Convention Attendees: Evidence from A Regional Conference. Tourism Management, 28(2), 399- 408.
37. 37. Shipman, F. M. (2001). Blending the real and virtual: Activity and spectatorship in fantasy sports. The Conference on Digital Arts and Culture. Retrieved on April (Sayı. 8, p. 2007).
38. 38. Spinda, J.S.W. & Haridakis, P.M. (2008). Exploring the motives of fantasy sports: A use-and gratifications approach. In L.W. Hugenberg, P.M. Haridakis, & A.C. Earnheardt (Eds.), Sports mania: Essays on fandom and the media in the 21st century, 187-199
39. 39. Tok, S. (2004). Spor tüketimi davranışını etkileyen motivasyonel faktörler ve spor tüketimi motivasyon ölçeğinin Türkçeye uyarlanması. Yayınlanmamış Doktora Tezi. İzmir: Ege Üniversitesi.
40. 40. 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, 108–127
41. 41. Trail, G.T., Anderson, D.F., & Fink, J. (2000). A theoretical model of sport fan consumption behavior. International Journal of Sport Management, 3, 154-180.
42. 42. Vavra, T. (1995), “Selling after the sale”, Bank Marketing, 27 (1), 27-30
43. 43. Wann, D.L. (1995). Preliminary validation of the sport fan motivation scale. International Journal of Sport Psychology, 24, 1–17.
44. 44. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. The Journal of Marketing, 31-46.