An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program
| العنوان: | An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program |
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| المؤلفون: | Stephen L. Shapiro, Galen T. Trail, Lynn L. Ridinger |
| المصدر: | Journal of Sport Management. 27:130-145 |
| بيانات النشر: | Human Kinetics, 2013. |
| سنة النشر: | 2013 |
| مصطلحات موضوعية: | Consumption (economics), Organizational Behavior and Human Resource Management, ComputingMilieux_PERSONALCOMPUTING, Attendance, General Decision Sciences, American football, Physical Therapy, Sports Therapy and Rehabilitation, Context (language use), Advertising, Football, Orthopedics and Sports Medicine, Championship, Psychology, Social identity theory, Social psychology, Consumer behaviour |
| الوصف: | The growth of college sport over the last several years, combined with increased competition for the sport consumer dollar, has created a need to understand spectator consumption behavior. In addition, the impact of a new football program can generate interest that influences future spectator spending decisions. Using identity theory as a framework, the current study examined the differential effects of past sport consumer behaviors on various future sport consumer intentions within the context of a new college football program. Consumption intentions included attendance, sponsor support, and merchandise purchases. Furthermore, this investigation helped to determine how much variance past behaviors would explain in behavioral intentions after controlling for nine points of attachment. Data were collected from spectators of a Football Championship Subdivision (FCS) football program located in the Mid-Atlantic region. The findings suggest past behavior predicted future intentions; however, the amount of variance explained varied dramatically depending on specific past behaviors and points of attachment. These results can help sport marketers develop strategies to capitalize on the interest generated through new athletic programs. |
| تدمد: | 1543-270X 0888-4773 |
| DOI: | 10.1123/jsm.27.2.130 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::e078852b26cb6fa70707ecf02285be4c https://doi.org/10.1123/jsm.27.2.130 |
| رقم الانضمام: | edsair.doi...........e078852b26cb6fa70707ecf02285be4c |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 1543270X 08884773 |
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| DOI: | 10.1123/jsm.27.2.130 |