The purpose of this study was to investigate the relationships among gender, type of sport, motives, and points of attachment to a team for spectators of selected intercollegiate sports. The significant MANOVA results indicated that gender explained 2% of the variance in motives and 3% of the variance in points of attachment; type of sport explained 4% and 7% of the variance in motives and points of attachment, respectively. A canonical correlation analysis suggested three significant and meaningful variates, which together showed a shared variance between motives and points of attachment in excess of 70%. This suggests that collegiate marketers and managers might want to design their marketing communications to emphasize the relationships among motives and points of attachment rather than trying to segment their fan and spectator base by gender or by type of sport.
Matthew J. Robinson and Galen T. Trail
May Kim, Packianathan Chelladurai, and Galen T. Trail
Volunteers in sport are indispensable, but there is a dearth of systematic research in volunteer retention. The focus of this study was to investigate three different volunteer-retention models incorporating person–task fit (P–T fit), person–organization fit (P–O fit), managerial treatment (MT), empowerment, and intention to continue volunteering. Using structural equation modeling, data from 515 volunteers in the American Youth Soccer Organization (AYSO) were compared across a fully mediated model, a partially mediated model, and a direct-effects model. The results of the fully mediated model, in which empowerment mediated the relationship between P–T fit, P–O fit, MT, and intention to continue volunteering, fit well and better than the other two models. P–T fit, P–O fit, and MT jointly explained 46.8% of variance in empowerment, and empowerment explained 13.5% of variance in intention to continue. Volunteer organizations need to focus on empowering their volunteers through the fit of the volunteer to the task, organization, and appropriate managerial treatment.
Stephen L. Shapiro, Lynn L. Ridinger, and Galen T. Trail
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.
May Kim, Galen T. Trail, Jon Lim, and Yu Kyoum Kim
Retaining volunteers is a critical issue for sport organizations utilizing volunteer labor. Based on the theory of planned behavior, the theory of work adjustment, psychological contract theory, two frameworks (person-environment fit and empowerment), and previous empirical results, we proposed and tested three models to explain intention to continue volunteering with 224 volunteers from the Special Olympics State Summer Games. We accepted a model in which Empowerment fully mediated the relationship between Person-Environment Fit and Intention to Continue Volunteering. We also found that Psychological Contract Fulfillment moderated the relationship between Fit and Empowerment.