FiT Publishing

The purpose of this paper is to explore how nine motives impact media and merchandise consumption among consumers of Mixed Martial Arts (MMA). The present study extends previous research by examining the relationship between motivations and merchandise and media consumption among consumers at a large, professional MMA event. A one-way MANOVA was computed to test for gender differences in relation to attendance motivations in the present sample. After significant differences among spectator motives were identified, two separate backward deletion linear regression analyses revealed...Read more

The purpose of this study was to examine customers of an emerging spectator sport, Mixed Martial Arts (MMA). Whereas conventional sport spectator motivation research has typically examined motivations of spectators attending established team sports, this study is distinctive in that it applies motivation research to an individual sport rather than a team sport and to an emerging sport rather than a more established sport. The following ten motives were identified based on a review of the current literature: drama/eustress, escape, aesthetics, vicarious achievement, socializing, sport...Read more