Understanding sport media spectators' preferences: the relationships among motivators, constraints and actual media consumption behaviour Online publication date: Thu, 25-Feb-2021
by Konstantinos Koronios; Panagiotis Dimitropoulos; Athanasios Kriemadis; Andreas Papadopoulos
European J. of International Management (EJIM), Vol. 15, No. 2/3, 2021
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.
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