Constraints and Motivators: A New Model to Explain Sport Consumer Behavior

in Journal of Sport Management

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Yu Kyoum KimFlorida State University

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Galen TrailSeattle University

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This study focused on developing a model to explain relationships among constraints, motivators, and attendance, and empirically test the proposed model within the spectator sport context. The proposed model explained 34% of variance in Attendance. Results showed that Attachment to the Team, an internal motivator, entered first and explained approximately 21% of the variance in attendance. Lack of Success, an internal constraint, entered next and explained almost 10% additional variance. Leisure Alternatives, an external constraint entered next and explained an additional 3%. The ability to properly evaluate constraints and motivators gives sport marketers the opportunity to more effectively serve existing fans, as well as attract new fans.

Kim is with Florida State University, Tallahassee, FL 32306. Trail is with the Center for the Study of Exercise, Seattle University, Seattle, WA 98122.

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