女子足球运动的动机:竞争量表研究

IF 1.3 Q3 BUSINESS
Anderson Filipe Rosa, Otávio Bandeira de Lamônica Freire, Murilo Lima Araújo Costa
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引用次数: 0

摘要

本研究的目的是比较适用于女子足球运动的体育迷动机测量量表。设计/方法/手段采用调查研究方法,从巴西和美国的参与者那里收集了 574 份有效答卷。结果结果表明,与 SFMS 和 MSSC 量表相比,SII 量表对 "购买意向"、"电子口碑"、"球迷身份认同 "和 "对女足的兴趣 "等变量的预测能力更强。研究的局限性/意义虽然本研究以与主题相关的最相关量表为基础,但由于该主题的学术成果有限,因此无法与之前的研究进行直接比较。实际意义利用 SII 量表的洞察力,足球队经理可以通过了解推动女足消费的主要动机来完善他们的营销策略。社会意义本研究提供了有价值的信息,可为旨在促进女子足球消费的举措提供参考,从而有助于增加女子足球运动的机会。原创性/价值据作者所知,本研究首次尝试在女子足球的特定背景下对量表进行比较,为女子体育运动的发展提供了独特的视角。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Motivation for women’s football: a competing scales study

Purpose

The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.

Design/methodology/approach

A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique.

Findings

The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport.

Research limitations/implications

While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research.

Practical implications

Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport.

Social implications

This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport.

Originality/value

To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports.

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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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