Article

Promoting fan engagement: An exploration of the fundamental motives for sport consumption amongst premier league football spectators

Published in: Journal of Psychology in Africa
Volume 26 , issue 4 , 2016 , pages: 309–315

DOI: 10.1080/14330237.2016.1208920

Author(s): Frederick W. Stander Optentia Research Focus Area, South Africa , Llewellyn E. Van Zyl Optentia Research Focus Area, South Africa , Kemiso Motaung North-West University Kaizer Chiefs Innovation Centre,

Keywords: fan engagement , motivation for sport consumption , consumer behaviour , customer engagement theory , structural equation modelling

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Abstract

The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings.

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