See you at the match: Motivation for sport consumption and intrinsic psychological reward of premier football league spectators in South Africa

Abstract

Orientation: Local football contributes significantly to the social- and economic welfare of South Africa through its spectators. Understanding the motives and experiences of football spectators could provide opportunities for capitalising on football as revenue stream feeding the South African economy. Research purpose: To investigate how motives for sport consumption predict intrinsic psychological reward of South African premier league football spectators. Motivation for the study: Sport - particularly football - is an untapped resource for stimulating economic development and growth through its consumers. Spectators, who often experience their investment in the sport as deeply rewarding and meaningful, should participate more frequently in purchasing products or services associated with the sport. Through understanding the motives for sport consumption of South African premier league football spectators and the impact of these motives on intrinsic psychological reward experiences, football clubs are able to provide a targeted experience or service to spectators in order to further stimulate economic growth. Research design, approach and method: A census sample of 806 football spectators attending various matches at a football stadium in Soweto was drawn. A cross-sectional research design was implemented. This research was exploratory and descriptive. Structural equation modelling was implemented to assess the factor structures of the constructs, to confirm composite reliability of the measures and to assess the structural paths between the variables. Main findings: A predictive model for intrinsic psychological rewards (life satisfaction and meaning) through the motivation for sport consumption (individual – and game related factors) was confirmed. It was further established that motivation for sport consumption is significantly positively a) related to and b) associated with the experience of intrinsic psychological reward by South African football spectators. Practical/managerial implications: Football clubs should tailor spectator experiences around both individual and game related spectator motives in order to develop experiences associated with intrinsic psychological reward.Contribution/value-add: The study contributes to consumer psychology research relating to the motives associated with the consumption of football within South Africa.