'This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams,' scientists writing in the International Journal of Sports Marketing & Sponsorship report.
'The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions,' wrote K.K. Byon and colleagues, University of Georgia.
The researchers concluded: 'In addition, knowledge and vicarious achievement were found to be related to online media consumption.'
Byon and colleagues published their study in International Journal of Sports Marketing & Sponsorship (Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators. International Journal of Sports Marketing & Sponsorship, 2010;12(1):76-94).
Additional information can be obtained by contacting K.K. Byon, University of Georgia, Dept. of Kinesiology, Ramsey Center 361, Athens, GA 30602, USA.
The publisher of the International Journal of Sports Marketing & Sponsorship can be contacted at: International Marketing Reports Ltd., 23 the Coach House, 2 Upper York St., Bristol, BS2 8QN, England.
Keywords: City:Athens, State:GA, Country:United States, Advertising, Marketing, Sports Marketing and Sponsorship
This article was prepared by Marketing Weekly News editors from staff and other reports. Copyright 2011, Marketing Weekly News via VerticalNews.com.
