Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events

Yu-Lin Lee, Fong-Jia Wang, I-Cheng Chen and I-Wei Chung

SAGE Open, 2024, vol. 14, issue 3, 21582440241271305

Abstract: This study aimed to develop a Female Sports Spectator Motivation Scale to assess the factors that influence female consumer behavior at sports events. In Study 1, the Delphi method was employed to identify key factors and develop scale items. Participants ( n  = 410) were selected from the regular Chinese Professional Baseball League season in Taiwan. Study 2 involved participants ( n  = 413) from the same season, and a multiple linear regression analysis was conducted to assess the predictive validity. Descriptive statistics, exploratory factor analysis, and confirmatory factor analysis were utilized to validate the scale. The results identified stress reduction, emotional connection, game content, aesthetics, self-realization, economics, and social facilitation as influential factors in female sports spectator behavior. This research contributes to a more comprehensive understanding of female sports fans and lays the groundwork for tailored approaches to engage and cater to this important and growing market segment.

Keywords: instrument development; female market; sports consumer; Delphi method; confirmatory factor analysis (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:3:p:21582440241271305

DOI: 10.1177/21582440241271305

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