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Motivation and consumption substitution by South African football fans
Mini Dissertation (MBA)--University of Pretoria, 2017.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613480024014848 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2017. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/64889 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:48.836Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/64889 Motivation and consumption substitution by South African football fans Goldman, Michael ichelp@gibs.co.za Moosa, Yaeesh UCTD Mini Dissertation (MBA)--University of Pretoria, 2017. The economic and social importance of attendance at football matches is well documented, however there is lack of consensus on the factors affecting declining attendance. This study aims to understand association between motivation and consumption behaviour using the Socialization, Performance, Excitement, Esteem and Diversion (SPEED) scale developed by Funk, Filo, Beaton and Pritchard (2009). This research studies the role that motivation plays in the decision of fans to substitute attendance at stadiums with television viewing. Lastly, this study aims to determine whether preference in mode of consumption is a factor in fansÕ decision to support international teams in favour of domestic teams. Quantitative data from a sample of 254 fans in South Africa was collected through online and self-administered surveys. The methodology differed from previous research in that it focuses on direct input from fans on preferences of consumption and behaviour. Results indicate that the SPEED scale is a reliable tool to understand motivation of fans in South Africa. Socialization, Performance and Diversion variables were found to be influential in the consumption behaviour of fans, whilst Excitement and Esteem were not influential on consumption behaviour. Further to this, motivation could not be shown to be associated with consumption substitution behaviour. Finally, a significant difference was found between the preferred modes of consumption of fans and preference to support international teams over local teams. The study provides sports marketers with insight into fan motivation and behaviour, allowing them to improve marketing strategies to increase fan attendance at stadiums. This study has shown the applicability of the SPEED scale in a South African context and adds to the academic body of knowledge of consumption substitution behaviour of football fans. nk2018 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2018-05-11T09:02:57Z 2018-05-11T09:02:57Z 30-03-18 2017 Mini Dissertation Moosa, Y 2017, Motivation and consumption substitution by South African football fans, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/64889> http://hdl.handle.net/2263/64889 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Motivation and consumption substitution by South African football fans |
| title | Motivation and consumption substitution by South African football fans |
| title_full | Motivation and consumption substitution by South African football fans |
| title_fullStr | Motivation and consumption substitution by South African football fans |
| title_full_unstemmed | Motivation and consumption substitution by South African football fans |
| title_short | Motivation and consumption substitution by South African football fans |
| title_sort | motivation and consumption substitution by south african football fans |
| topic | UCTD |
| url | http://hdl.handle.net/2263/64889 |