Academic journal article Research Quarterly for Exercise and Sport

Gender and Team Differences on Present and Future Sport Consumption Behavior and on Environmental Factors Associated with Spectator Attendance

Academic journal article Research Quarterly for Exercise and Sport

Gender and Team Differences on Present and Future Sport Consumption Behavior and on Environmental Factors Associated with Spectator Attendance

Article excerpt

Galen T. Trail and Dean F. Anderson, Iowa State University

Sport spectating is a popular leisure activity in the United States, however there has been limited study of sport spectator consumption behavior. We were interested in the differences between genders and between spectators at men and women's intercollegiate athletic basketball games on several categories of dependent variables. The three categories were environmental factors that were associated with game attendance (ticket pricing, friends, family, and promotions), present behavior of spectators (merchandise consumption, media consumption, and wearing of team paraphernalia), future behavior of fans (continued loyalty, future attendance, and future merchandise consumption). Data were collected from spectators at two home men's (n = 531) and two home women's (n = 751) intercollegiate basketball games. A total of 1234 usable surveys were returned. Fifty-two percent of the total sample was male respondents while 59% of the respondents at the men's games and 46% of the respondents at the women's games were men. Cronbach's alpha coefficients ranged from .73 to .94, exhibiting satisfactory reliability. MANOVA results for the main effects of team gender and spectator gender were significant, F(11, 1222) 82.27, p[less than] .001; F(11, 1222) = 13.92, p[less than] .001, respectively, while the interaction effect was not significant. …

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