Marketing Murderball: The Influence of Spectator Motivation Factors on Sports Consumption Behaviours of Wheelchair Rugby Spectators
Document Type
Article
Publication Date
10-1-2010
Department
Human Performance and Recreation
Abstract
This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.
Publication Title
International Journal of Sports Marketing & Sponsorship
Volume
12
Issue
1
First Page
76
Last Page
94
Recommended Citation
Byon, K.K., Cottingham II, M., & Carroll, M. (2010). Marketing murderball: The influence of spectator motivation factors on sport consumption behaviors of wheelchair rugby spectators. International Journal of Sports Marketing and Sponsorship, 12(1), 76-94.