Examine The Association Of Sport Consumption Behaviors And Its Structure In Sports Management

Abstract

Relationship creation and maintenance are the backbones of modern marketing, particularly in the sports industry. There has been an earnest attempt by the teams to reach out to their fans. The purpose of this dissertation is to provide new insight into the interactions between sports teams and their supporters, and how this bond influences the preferences and watching behaviours of the supporters. In order to investigate the problems at hand, a conceptual framework was built around the relationship quality literature. Data on demographics, interpersonal traits, and sports watching preferences were gathered using both online and in-person surveys. The data was analysed using structural regression, multiple sample structural equation modelling, and confirmatory factor analysis (CFA). An evaluation of the quality of the relationships between UF football supporters and the team was found to be best done using a five-factor model that included trust, commitment, reciprocity, self-connection, and relationship satisfaction. Trust, commitment, reciprocity, and relationship pleasure make up the best four-factor model of relationship quality for iPod. Data from the UF football team and the iPod showed that the structural nature of connection quality could be explained by a second-order hierarchical factor model. No variables were found to modify the connection between relationship quality and outcomes. Adding to the "ii" expanding corpus of literature on sport management, this study applies relational marketing ideas to the study of sports fan behaviour.