The Moderating Role of Fan Identification and Self -Esteem on the Motivation to Purchase an Intercollegiate Athletic Event Ticket
Staples, Stephen Richard
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https://hdl.handle.net/2142/85992
Description
Title
The Moderating Role of Fan Identification and Self -Esteem on the Motivation to Purchase an Intercollegiate Athletic Event Ticket
Author(s)
Staples, Stephen Richard
Issue Date
2001
Doctoral Committee Chair(s)
William McKinney
Department of Study
Recreation, Sport and Tourism
Discipline
Recreation, Sport and Tourism
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Recreation
Language
eng
Abstract
This research has further enhanced the importance of identification as a factor affecting sport spectator behavior. While previous research has assessed the impact of fan identification on attendance, this study framed the discussion around an individual's motivation to purchase an athletic event ticket. Because motivation ultimately determines behavior, it is important to consider the primary influences affecting the sport spectator decision making process. Undergraduate student's level of identification with the university proved to be a factor influencing the motivation to purchase an intercollegiate athletic event ticket, while self-esteem had little or no impact on their motivation. The successful utilization of a seven-point scale measuring self-esteem is another important contribution of this research and provides future researchers with a sound tool to assess fan motivation.
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