Influence of spectator motivation factors on the sense of community in college sports

Abstract

This study was attempted to understand the effects of perceived spectator motivation factors on the college sense of community. The main purpose of this study is to explore distinct impact of the spectator motivation factors on the sense of community in college sport. A secondary aim is to identify differences in motives between male and female fans. The study examined the effects of gender differences on seven factors of spectator motivation. Data were collected from a purposive sample of 246 American students at a major public university in the southern part of the United States. The result of the multiple regression test indicated that the seven motivation factors predicted 30 percent of the variance in college sense of community. This study found that the knowledge, social interaction, and vicarious achievement factor had a positive influence on college sense of community. Especially, the social interaction factor was influenced on the sense of community, so sport marketers and athletic directors strive to increase the social interaction value of college sport games. Another finding from this study is that male and female spectators had different perceptions about spectator motivation. For male spectators, the acquisition of knowledge and vicarious achievement factors had a significantly greater impact than for female spectators. The male spectators may consider team wins and team plays as a significant factor for attending college sporting events. From standpoint of practical, the findings of this research can provide important spectator motivation factors and various marketing strategies for athletic directors and sport marketers in college sporting events.