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Constraints and Motivators : A New

Model to Explain Sport Consumer Behavior

Yu Kyoum Kim, Galen TrailJournal of Sport Management(2010),24:190-120

1020908 體推碩一 洪千巧

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Introduction

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Introduction

Increasing costsFalling attendance

Declining rating

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Introductionboth positive and

negative

Developing a conceptual framework to explain relationships among constraints, motivators, and attendance, and empirically testing the proposed model within the spectator sport.

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ConstraintsLiesure realm →As a factor that prevents or prohibits an individual from participating and enjoying a leisure activity (Jackson, 2000).

For the purpose of this study→As factors that impede or inhibit an individual from attending a sporting event.

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Constraints

Crawford and Godbey (1987) Theoretical framework of leisure constraints.Intrapersonal constraints individual’s psychological states

Interpersonal constraints

the result of relationships, or lack of relationships, with others

Structural constraints physical or environmental factors

Constraints do not necessarily prevent or reduce participation

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ConstraintsNegotiation

and Balance

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Constraints on Sport Consumption Behavior Negatively affected attendance1. Financial cost2. Broadcast on television or radio3. Game schedule4. Weather5. Alternative leisure activities6. Lack of team success 7. Alternative sport entertainment8. Stadium location9. Seat location

Trail et al. (2008)• there was a main effect

of gender on the composite score of the structural constraints.

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1. There has been a lack of an underlying framework 2. Provide a framework for investigating constraints on

sport consumption behavior and test the model. 3. Constraints were not examined in conjunction with

motives 4. Constraints and motives should be investigated in the

same framework (Jackson et al., 1993; Crompton et al., 2005).

Constraints on Sport Consumption Behavior

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Proposed Framework Based on the constraint model proposed by Crawford et al. (1991)

constraints motivatorsinternal Internal

constraintsInternal motivators

external External constraints

External motivators

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Aim

1.To identify unique constraints on sport consumption behavior in concert with motivators.

2.To develop a psychometrically sound scale to measure constraints on sport consumption behavior.

3.To propose an underlying framework that provided basic conceptual definitions of constraints and motivators, and their relationships to each other.

4.We wanted to test the proposed model empirically within a spectator sport setting.

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• spectators at a WNBA. • Out of 200 questionnaires distributed, 115 usable

questionnaires were collected, for areturn rate of 57%. • Approximately 42% of the respondents were between 40–49

years old, 28% were 50–59, and 16% were 30–39. • The respondents appeared to be well educated as 75.3% of

the total sample had at least attended some college.• The participants were relatively wealthy as over two-thirds

had incomes that were greater than $60,000. • The sample was 17% male and 83% female. • Over 75% of the respondents traveled less than 30 miles to

the game and only 8.0% of the respondents traveled more than 90 miles.

• most of the participants attended the game with others. Only 8.3% of the participants reported that they attended the game alone.

MethodParticipants

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Method

InstrumentationPart1. Internal Motivators.10 subscales with 30 items

subscales From

EscapeSocialAchievement

Motivation Scale for Sport Consumption (MSSC; Trail & James 2001)

CommunityCoachLevel of SportPlayerSportTeam

Points of Attachment Index (PAI; Robinson & Trail, 2005)

Support for Women’s Opportunity Sport Interest Inventory(SII; Funk et al.,2003)

• The questionnaire consisted of five parts.• Items were measured using a 7-point

Likert-type scale from 1 (strongly disagree) to 7 (strongly agree).

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Method

Instrumentation

Part2. Internal Constraints.4 subscales with 12 items

subscales From

1. Lack of Knowledge Motivation Scale for Sport Consumption(MSSC; Trail & James 2001)

2. Lack of Success subscale Trail et al. (2005).

3. Lack of Someone4. to Attend With 5. Interest from Others

concept of interpersonal constraints from Crawford et al. (1991).

Part3. External Motivators6 subscales with 20 items

subscales From

1. Aesthetics2. Drama

Motivation Scale for Sport Consumption(MSSC; Trail & James 2001)

3. Role Model 4. Player Behavior

Sport Interest Inventory(SII; Funk et al.,2003)

5. Media6. Promotions

Fink, Trail, andAnderson (2002).

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Method

Instrumentation

Part4. External Constraints.7 subscales with 21 items

subscales From

1. Parking 2. Location

Venue Service Experience Survey (VSES; Trail, Anderson, &Fink, 2002)

3. Commitments4. Financial Cost5. Leisure Alternatives6. Participant Sport Alternatives7. Sport Entertainment

Trail et al. (2005)

Part5. Behavioral Measures2 subscales with 6 items

subscales From

1. Merchandise Purchasing Trail et al. (2002)

2. Attendance Trail et al. (2003)

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Use For

LISREL 8.80(SRMR)

Five separate confirmatory factor analysis on each dimension

Goodness of fitfit index Evaluate overall fit of the model

Comparative fit index (CFI)Hu and Bentler’s (1999)

recommendation.Standardized root-mean-square residual

(SRMR)

Root-mean-square error of approximation

(RMSEA)

Reduced problems with model fit that are not addressed by chi-

squarestatistics

RMSEA as well as chi-square value divided

by the degrees of freedomA frame of reference.

The (standardized) discrepancy matrix

Data Analysis Using SPSS

Regression and SPSS Explore for evaluation of assumptions.

Univariate outliers in the DV and in the IVs are sought using extreme values output from the Explore analysis.

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1. To identify unique constraints on sport consumption behavior in concert with motivators.

• Constraints →negatively influence attendance • motivators → positively influenced attendance• constraint V.S. motivator(team performance)

2. To develop a psychometrically sound scale to measure constraints on sport consumption behavior.

• four internal constraint constructs (Lack of Knowledge, Lack of Success of the Team, Lack of Someone to Attend With, and No Interest from Others) • seven external constraint constructs(Commitments, Cost, Leisure Alternatives, Location, Parking, Participant Sports,Alternative Sport Entertainment)

Result&Discussion

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External constraint Leisure Alternatives 3%External motivator No significantInternal constraint Lack of Success 10%Internal motivator Attachment to the

Team 21%

34%34% of variance in Attendance, which is fairly large for social science research (Cohen, 1988).

3. to propose an underlying framework that provided basic conceptual definitions of constraints and motivators, and their relationships to each other.

Result&Discussion

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Result&Discussion

4. test the proposed model empirically within a spectator sport setting

• The results indicated that fans were motivated to attend a game because they identified with the coach , level of sport , sport

--they were fans of the coach, WNBA, and basketball

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Result&Discussion

• From a practical standpointmore effectively serve

existing fans, as well as attract new fans.

• From a theoretical standpointprovides researchers a conceptual paradigm for investigating how constraints, in concert with motivators, influence spectators’ decisions.(constraints> motivators)

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Limitations

of sampling• Analyzed only one women’s professional basketball team.

• Some factors have both internal and external components. (Attachment to the Team&Lack of Success)

• Omission of some of key variables (e.g.,needs,values,involvement)

→Future research on constraints and motivators shouldincorporate additional spectator characteristics and situational factors, which play critical roles in sport consumption decisions.

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Thank you for listening