Factors influencing spectator sports consumption: NCAA women's college basketball
International Journal of Sports Marketing and Sponsorship
Article publication date: 1 October 2011
Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of this study was to examine three different models of constraints and motivators that influence attendance: a correlated model, a hierarchical model and a moderated model. Twenty factors were identified and classified into four main categories. The results indicated that 16 out of 20 motivators and constraints had a significant relationship with attendance in the theoretically expected direction.
Trail, G.T. and Kim, Y.K. (2011), "Factors influencing spectator sports consumption: NCAA women's college basketball", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 55-77. https://doi.org/10.1108/IJSMS-13-01-2011-B006
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