FiT Publishing

This paper provides an empirical analysis of attendance to Division I women’s collegiate basketball programs from 2000-2009. The evidence suggests that women’s basketball attendance is sensitive to many of the same variables known to influence attendance to men’s collegiate basketball, including current and recent team quality, recent post-season success, and school characteristics. We further investigate whether college football is a complement, a substitute, or an independent of women’s basketball on campus. Investigating complementarity is of practical importance as schools continue to...Read more

Although personal opinions and beliefs influence consumer behavior, research linking such factors to sport consumption is deficient. Hence, two studies are developed. Study 1 explores beliefs (i.e., internal locus of control for game outcomes) and opinions (i.e., personal expertise about a team, attitude toward the head coach) as determinants of fans’ willingness to attend games and purchase apparel of their favorite college football team. Study 2 examines these same determinants of fans’ willingness to attend games involving their least favorite college football team. Study 1 results...Read more

As the spectator sport market has become large and competition for consumers has increased, the need for understanding spectators’ motives and points of attachment has become important for developing effective marketing strategies. The purpose of the study was to examine four different models that explain the relationships among motives and points of attachment and determine a model that explains the most variance in the referent variables. A total of 501 college students responded to the Motivation Scale for Sport Consumption (MSSC) and the Points of Attachment Index (PAI). The results...Read more