Testing the Conceptual Model on the Causal Relationship of Motivation and Consumption Intention

Subject Areas : Business Strategy

Habib  Mohammadpour Yaghini ¹ (Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Farshad  Tojari ² (Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Mohammad-Ali  Aslankhani ³ (Department of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2018-05-12 Accepted : 2019-01-16 Published : 2019-02-27

Keywords: motivation, Consumption Intention, Sport Spectators,

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.