Motivation and consumption substitution by South African football fans

Abstract

The economic and social importance of attendance at football matches is well documented, however there is lack of consensus on the factors affecting declining attendance. This study aims to understand association between motivation and consumption behaviour using the Socialization, Performance, Excitement, Esteem and Diversion (SPEED) scale developed by Funk, Filo, Beaton and Pritchard (2009). This research studies the role that motivation plays in the decision of fans to substitute attendance at stadiums with television viewing. Lastly, this study aims to determine whether preference in mode of consumption is a factor in fansÕ decision to support international teams in favour of domestic teams. Quantitative data from a sample of 254 fans in South Africa was collected through online and self-administered surveys. The methodology differed from previous research in that it focuses on direct input from fans on preferences of consumption and behaviour. Results indicate that the SPEED scale is a reliable tool to understand motivation of fans in South Africa. Socialization, Performance and Diversion variables were found to be influential in the consumption behaviour of fans, whilst Excitement and Esteem were not influential on consumption behaviour. Further to this, motivation could not be shown to be associated with consumption substitution behaviour. Finally, a significant difference was found between the preferred modes of consumption of fans and preference to support international teams over local teams. The study provides sports marketers with insight into fan motivation and behaviour, allowing them to improve marketing strategies to increase fan attendance at stadiums. This study has shown the applicability of the SPEED scale in a South African context and adds to the academic body of knowledge of consumption substitution behaviour of football fans.