Abstract:
This study aimed to test the conceptual model on the causal relationship of motivation and consumption intention. To this end, 390 spectators who were present at the stadium, were randomly selected using stratified random sampling. They voluntarily completed Funk’s Motivation Scale and spectators’ consumption intention questionnaire. Structural Equation findings indicted a significantly positive relationship between the motivation and the consumption intentions among the spectators of Iran’s Premier Football League. There is a positive relationship between motivation and the components of consumption intention, including re-attendance, recommendation to others, purchase of team goods, and media consumption. The indices confirmed the optimal fit of the model. According to the results of the study, the authorities holding the Premier League matches as well as the clubs are recommended to have a detailed planning to enhance the motivation of the spectators as it had the greatest impact on re-attendance.
Machine summary:
ir (Corresponding Author) Mohammad-Ali Aslankhani Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran Received: 12 May 2018 Accepted: 16 January 2019 This study aimed to test the conceptual model on the causal relationship of motivation and consumption intention.
Regarding the relationship between motivation and consumption intentions, Wafi (2017) concluded a research study entitled “Identifying effective factors in making decisions for sport events” and concluded that the excitement and attractiveness of the match had the greatest effect on the spectators’ satisfaction.
Nirou (2014), in his master's thesis entitled “Motivations and factors affecting the presence of spectators in tennis competitions”, found that all the studied factors (namely interest in specific players, escape, excitement of competitions, knowledge of tennis, neck and neck matches, welfare services, amusement, team support, and proxy win) had a significant relationship with the spectator’s attendance.
Tehrani Monfared (2013) in his master's thesis entitled "The inhibitors and motivators affecting sport consumer’s performance", aimed at investigating the factors affecting the attendance of spectators in Iran’s basketball, volleyball and football leagues.
Discussion and Conclusions The present study was conducted to investigate the causal relationship between motivation for the purpose of using sports enthusiasts, including re-attendance, offer to others, intention to purchase team goods and the intention of media consumption, and ultimately fit the conceptual model of causal relationship and the intentions of the use of sports enthusiasts and their components in the Premier League of Iran.
Findings of the research on the component of recommending to others showed that there is a positive relationship between the motivation and offering others in to attend stadiums among Iranian Football League's spectators.