Relationship between motivational factors of online sport consumption and future behavioral intentions among Korean college sport fans

The relationship between sport consumers' motivation and purchase behaviors is a common antecedent in literature focusing on individuals' actual online consumption. This study examined a causal relationship between motivational patterns of online consumption and actual behaviors for Korean...

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Bibliographic Details
Published in:Journal of Physical Education and Sport 2017-03, Vol.17 (1), p.269
Main Authors: Sung, Junmo, Son, Jaeman, Choi, Younghwan
Format: Article
Language:English
Subjects:
Behavior
Behavior Patterns
College students
Colleges & universities
Computers
Consumers
Consumption
Digital literacy
Games
Influence
Information Seeking
Information technology
Internet
Interpersonal communication
Marketing
Motivation
Native Speakers
Personal computers
Professional golf
Psychological Needs
Psychological Patterns
Social networks
Theory
Video Games
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Summary:The relationship between sport consumers' motivation and purchase behaviors is a common antecedent in literature focusing on individuals' actual online consumption. This study examined a causal relationship between motivational patterns of online consumption and actual behaviors for Korean sport fans. A convenient sample of South Korean students in 150 numbers of 5 classes at a major private university in the western part of Korea participated in this study. The results indicated that while team and sport related factors such as convenience, team support, and technology knowledge directly influence Korean students' online consumption, interpersonal communication, and escape did not influence online consumption. In addition, Korean students' online consumption positively leads to higher level of merchandise products and game attendance. The results of this study suggest online sport marketers should understand different motivations and behaviors, and develop different marketing strategies to predict sport consumers.
ISSN:2247-8051
2247-806X
DOI:10.7752/jpes.2017.01040