Teenage motivations for sport related consumption in Australia

Summers, Jane and Johnson Morgan, Melissa and Kanoyangwa, Ranganai (2007) Teenage motivations for sport related consumption in Australia. In: 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005), 10-12 Nov 2005, Tempe, Arizona.


Sport is a prevalent and pervasive leisure form in many countries and Australia is no exception. Australian consumers spend millions of dollars on sport and recreational pursuits. These pursuits include attending live sporting events, playing sport, and buying sporting merchandise. There is a considerable body of research into people's motivations for attending live sporting events and participating in sport, but it is all from an adult perspective. However, there has been little attention by sport marketing researchers to the motivations of teenage sport consumption. Teenagers are an important socio-economic and demographic group to marketers and with growing numbers they represent the future adult sport consumption public. This research attempts to fill this gap in academic knowledge by investigating teenagers' motivations for sport related consumption including; sport participation, sport spectating, virtual sport consumption through the playing of sport related computer games, and sport merchandise consumption. Based on a large sample of teenagers between the ages of 13 and 18 living in a regional city in Australia, this study found variation in the specific motivations for the participation in the different sport consumption activities studied and many of these motivations also differed by age and gender. Theoretical contributions of this study include an insight into teenage sport consumption motivation, recommendations for scale adaptations to account for a teenage viewpoint and extension of current sport motivation knowledge to include aspects of sport consumption not previously considered - virtual sport consumption through the use of computer games and sport merchandise consumption. From a practitioner perspective, contributions lie in a greater understanding of teenage motivations which are useful for segmentation decisions, product development considerations and promotional design

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited with permission of publisher. Conference held 2005, but not published until 2007.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:44
Last Modified: 02 Jul 2013 22:38
Uncontrolled Keywords: sports marketing; teenagers; teenage; adolescents; sporting event attendance
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/1463

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