Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior

Abstract

Purpose

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).

Design/methodology/approach

We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.

Findings

Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).

Originality/value

This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

Citation

Yim, B.H. and Byon, K.K. (2020), "Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 3, pp. 427-447. https://doi.org/10.1108/IJSMS-03-2019-0031