MASTER’S THESIS
Vorlage Seminararbeit - schuster-solutions.de
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Master thesis: sport spectator preferences<br />
the want pathway, specifies the consumption to reduce the unsatisfied<br />
feeling,<br />
the goal behavior, the state of consumption activity that fulfill the need and<br />
bring satisfaction.<br />
Interesting in his concept is the want pathway. In this state he includes push and<br />
pull motivation.<br />
“Push: the internal desire to eliminate an unpleasant state and reduce tension<br />
initiates motivation. Pull: The pathway providing the most benefits to restore balance<br />
directs motivation” (Funk, 2008, p.19).<br />
In these two approaches, the pull-factors represent utilitarian or functional needs<br />
which are only consumable during a sport event (e.g. competition drama, physical<br />
skills, interest in athletes). The push-factors represent hedonic needs which<br />
can also be consumed in non-sport events (e.g. escape, family, social opportunities).<br />
Furthermore, Funk (2008, p. 22) describes a core set of different push and<br />
pull motivations in the sport way: socialization, performance excitement, esteem<br />
diversion. He calls his sport consumer motive classification “speed motives”<br />
(Funk, 2008, p. 25).<br />
A research from the university of Chemnitz analyzed the motives influence on the<br />
expected hedonic experience on the Mentos Splashdiving World Championship<br />
2007 (n=140) and the FIBT World Championships (WC) Bob & Skeleton 2008<br />
(n=261). The findings reveal significant impact of some sport consumption motives<br />
and the attendee’s expectations of hedonic event experience. For the<br />
Splashdiving WC the motives “social interaction” and “competition drama” impact<br />
the anticipated hedonic value for the event. IN addition, the motive “escape” was<br />
main motive for the Bob & Sceleton event. The research modeling used PLS<br />
(partial leas squares) for both samples. The reliabilities of all measures (alpha,<br />
AVE) were higher than the required thresholds. The PLS estimates indicate an<br />
acceptable model fit. (Drengner, Kiessling & Sachse, 2007)<br />
Motive research in media<br />
The first classic motive in media research started 1940 on housewives (cf. Herzog,<br />
1941). The research was about motives of women and radio. Results of this<br />
study were mainly the compensation of unfulfilled wishes and dreams, which<br />
show in this interrelation the need of escapism. There are many spectator researches<br />
in media and communication science which question the human usage<br />
of media (Merten, 1994, p. 317). Researches work with the uses-andgratification-approach,<br />
conceptualized by Blumler/Kaz (1974). The uses-and-<br />
Theoretical foundation of sport spectators and event experience page 21