Title: Understanding sport media spectators' preferences: the relationships among motivators, constraints and actual media consumption behaviour

Authors: Konstantinos Koronios; Panagiotis Dimitropoulos; Athanasios Kriemadis; Andreas Papadopoulos

Addresses: Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, Sparti, 23100, Greece ' Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, Sparti, 23100, Greece ' Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, Sparti, 23100, Greece ' Department of Sport Management, University of Peloponnese, E.S. Valioti & Plataion, Sparti, 23100, Greece

Abstract: The purpose of the study was to provide clarifications regarding the connection among motivators, constraints and sport media consumption, and to experimentally measure the application of the balance proposition in the field of sports. A total of 1704 questionnaires were successfully completed and analysed by means of STATA. The results indicate that previous attendance, attachment to the community and the team, level of sport, the fans' need to escape from stress as well as socialisation, aesthetics, media advertising and players' behaviour all positively impact fans' future attendance intention. Also, the lack of knowledge of the rules and regulations of the game, the cost, other sport and leisure alternatives and the lack of fans' favourite team's athletic success are factors that reduce fans' intention to attend future Euroleague matches.

Keywords: motivators; constraints; sport attendance; media consumption; balance proposition.

DOI: 10.1504/EJIM.2021.113237

European Journal of International Management, 2021 Vol.15 No.2/3, pp.174 - 196

Received: 23 Mar 2019
Accepted: 05 Jul 2019
Published online: 25 Feb 2021 *

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