MASTER’S THESIS

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Master thesis: sport spectator preferences Guttmann (1986) criticized the research of sport spectator motivation, because in his opinion many researches are based on subjective analysis. Wann (1995) faced this problem by developing a Sport Fan Motivation Scale (SFMS), which is explained in chapter 3. Newer sport spectator literature Wann and his colleagues (2001) identified the most common sport fan motives: Group affiliation, Family, Aesthetic, Self-esteem, Economic, Eustress, Escape and Entertainment. Motive Group affiliation Familiy Aesthetic Self-esteem Economic Eustress Escape Entertainment Description Individual is motivated to participate in sport as a fan because it provides an opportunity to spend time with others. Individual is motivated to participate in sport as a fan because it provides an opportunity to spend time with family members. Individual is motivated to participate in sport as a fan becaues he or she enjoys the artistic beauty and grace of sport movements. Individual is motivated to participate in sport as a fan becaues it provides an opportunity to feel better about himself or herself. Indicidual is motivated to participate in sport as a fan because he or she enjoys the potetnial economic gains afforded by sport gambling. Individual is motivated to participate in sport as afan becaues he or she enjoys the the excitement and arousal felt while watching sporting events. Individual is motivated to participate in sport as a fan becauese it provides a diversion from the rest of his or her life. Individual is motivated to participate in sport as a fan because it is perceived as an enjoyable pastime. Table 2: Brief descriptions of the eight most common sport fan motives (Wann, et al, 2001, p. 31) Funk (2008) sees the sport spectator or fan more as a sport consumer, who is motivated to watch or participate a sport and sport events, because the behavior has certain attractive outcomes. In his researches, he describes a sport and event consumer motivation process. The motivation process has five steps: the need of recognition, were the individual recognizes a need the tensions reduction, a discrepancy between an unpleasant state and a need, which refers to be fulfilled the drive state, the cognitive state of reducing g the unpleasant need, Theoretical foundation of sport spectators and event experience page 20
Master thesis: sport spectator preferences the want pathway, specifies the consumption to reduce the unsatisfied feeling, the goal behavior, the state of consumption activity that fulfill the need and bring satisfaction. Interesting in his concept is the want pathway. In this state he includes push and pull motivation. “Push: the internal desire to eliminate an unpleasant state and reduce tension initiates motivation. Pull: The pathway providing the most benefits to restore balance directs motivation” (Funk, 2008, p.19). In these two approaches, the pull-factors represent utilitarian or functional needs which are only consumable during a sport event (e.g. competition drama, physical skills, interest in athletes). The push-factors represent hedonic needs which can also be consumed in non-sport events (e.g. escape, family, social opportunities). Furthermore, Funk (2008, p. 22) describes a core set of different push and pull motivations in the sport way: socialization, performance excitement, esteem diversion. He calls his sport consumer motive classification “speed motives” (Funk, 2008, p. 25). A research from the university of Chemnitz analyzed the motives influence on the expected hedonic experience on the Mentos Splashdiving World Championship 2007 (n=140) and the FIBT World Championships (WC) Bob & Skeleton 2008 (n=261). The findings reveal significant impact of some sport consumption motives and the attendee’s expectations of hedonic event experience. For the Splashdiving WC the motives “social interaction” and “competition drama” impact the anticipated hedonic value for the event. IN addition, the motive “escape” was main motive for the Bob & Sceleton event. The research modeling used PLS (partial leas squares) for both samples. The reliabilities of all measures (alpha, AVE) were higher than the required thresholds. The PLS estimates indicate an acceptable model fit. (Drengner, Kiessling & Sachse, 2007) Motive research in media The first classic motive in media research started 1940 on housewives (cf. Herzog, 1941). The research was about motives of women and radio. Results of this study were mainly the compensation of unfulfilled wishes and dreams, which show in this interrelation the need of escapism. There are many spectator researches in media and communication science which question the human usage of media (Merten, 1994, p. 317). Researches work with the uses-andgratification-approach, conceptualized by Blumler/Kaz (1974). The uses-and- Theoretical foundation of sport spectators and event experience page 21
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MASTER’S THESIS

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