Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators

Abstract

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

Citation

Byon, K.K., Cottingham, M. and Carroll, M.S. (2010), "Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 1, pp. 71-89. https://doi.org/10.1108/IJSMS-12-01-2010-B007