Relações entre o compromisso desportivo e o comportamento de consumo de desporto

Abstract

The purpose of this study was to examine the relationships between sport commitment and three types of sport consumer behaviors: participation frequency, sporting goods and media consumption. A survey was conducted among sport participants of both individual and team sports, fitness and outdoor activities (n= 900). The survey included questions related to demographic information, measures of sport commitment and sport consumption behavior. The results analyzed trough structural equation modeling showed that the sport commitment influences positively the participation frequency, sporting goods consumption and media consumption. Implications of these results are discussed and suggestions for future research on sport consumers are provided. Keywords: sport, consumer behavior, commitment RESUMO O objetivo deste estudo foi examinar a relação entre o compromisso desportivo e três tipos de comportamentos de consumo de desporto: frequência de participação, consumo de artigos desportivos e consumo de media. Foi aplicado um questionário a praticantes de desportos individuais e de coletivos, de fitness e de atividades outdoor (n= 900). O questionário incluiu questões relacionadas com informações demográficas, com o compromisso desportivo e com o comportamento de consumo de desporto. Os resultados obtidos a partir de um modelo de equações estruturais forneceram evidências de que o compromisso desportivo tem uma influência positiva sobre a frequência de participação, sobre o consumo de artigos desportivos e de media. As implicações destes resultados são discutidas e sugestões para futuras pesquisas sobre consumidores de desporto são fornecidas.

Marketing Psychology in Sports Branding: A Case Study of EPL, Li-Ning and Peak

“…Fernandes defines purchasing behaviour as when consumers make a purchase decision for sportrelated products or services (e.g., tickets, membership, sport-wears) that satisfy the demand of the consumer [4]. From a spectator's perspective, they would not make a purchasing decision unless the result of their searching, engaging, or assessing behaviour satisfies their demand.…”

“…Studies have found a relationship between participants' involvement and purchasing intention. Using social exchange theory, Fernandes et al (2013) empirically studied consumer behaviour and sports involvement [4]. Their results indicated consumers' purchase intention is directly proportional to the amount of time they devote to sports.…”

Assessment of Sports Participation Behaviour and the Constraints Encountered by College Adolescents in India

“…Sports consumption behavior can be defined as a set of activities performed when exploring for, participating in, and evaluating the sports activities that consumers believe will satisfy their needs (3) . Sports have been played and consumed in many different ways by different demographics of society.…”

“…The major difference that lies between recreational and professional sports is that when someone undertakes any sport for just recreational purposes, they engage with the sport sporadically unlike professional sports where the sport or physical activity is performed consistently for a longer duration. The magnitude of participation in sports is different also because of the access to different types of sporting accessories (3) . Some sections of the society play some or the other form of sports just for recreational and fun purposes, the others play to compete and represent some sort of level (state, national) where they can get recognition for themselves while the others engage with sports solely to sustain an active lifestyle and keep illnesses at bay.…”

“…Sports should become an essential and integral part of one's life as it is perceived that participation in various sporting activities can lead to positive effects on an individual's mental and physical health throughout his lifetime and can alleviate health issues. It has been perceived that sports have the power to formidably impact one's life psychologically, socially, and economically (3) . However, some shreds of evidence lucidly speak about the declining levels of physical activity from high school to college, and also the level of engagement with physical activities is unsatisfactory to upgrade health and fitness levels (6) .…”