Summers, Jane (2010) Assessing the applicability of the sport fan motivation scale for Australian teenage sport consumers. In: 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010), 26-29 Oct 2010, New Orleans, LO. United States.
Abstract
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. There is a considerable body of research into people's motivations for attending live sporting events and participating in sport, however this research mostly takes an adult perspective. Given the extensive literature which has supported generational
differences in consumption, values, attitudes and beliefs it would seem logical that we should question whether existing measures of sport consumption motives are still
relevant when applied to teenage sport consumption. Teenagers are an important market for sports marketers as they represent the future adult sport consumption public. This paper specifically investigates the relevance of a range of sport fan motivation scale (SFMS) for explaining teenage motivations for sport related consumption. Results
support modification of the SFMS to account for a teenage viewpoint. Further the modified scale was then used to examine motivations for various forms of sport consumption by teenagers. The results supported some of the findings from previous work focusing on adults and suggested some differences.
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