Why do people attend games in the Iceland Express men‘s basketball league?
This market research has the aim to assess the current situation of the sport consumers in the men’s Iceland Express league in basketball. The purpose is twofold, one to assess the loyalty measured through the team identification and the other is to assess the importance of the motives for attending...
Main Author: | |
---|---|
Other Authors: | |
Format: | Thesis |
Language: | English |
Published: |
2012
|
Subjects: | |
Online Access: | http://hdl.handle.net/1946/11278 |
id |
ftskemman:oai:skemman.is:1946/11278 |
---|---|
record_format |
openpolar |
spelling |
ftskemman:oai:skemman.is:1946/11278 2023-05-15T16:47:37+02:00 Why do people attend games in the Iceland Express men‘s basketball league? Zdravevski, Jovan, 1980- Háskóli Íslands 2012-05 application/pdf http://hdl.handle.net/1946/11278 en eng http://hdl.handle.net/1946/11278 Viðskiptafræði Markaðsrannsóknir Körfubolti Thesis Master's 2012 ftskemman 2022-12-11T06:52:11Z This market research has the aim to assess the current situation of the sport consumers in the men’s Iceland Express league in basketball. The purpose is twofold, one to assess the loyalty measured through the team identification and the other is to assess the importance of the motives for attending games. The motives measured were: achievement, knowledge, action, drama, escape, family, physical skills, aesthetics and social interaction and they were measured with the Motivational Scale for Sport Consumption originally developed by Trail and James (2001). The results indicate that the action, aesthetics, drama and physical skill are the most important motives for people following this league. The correlation analysis showed the motive of achievement as the biggest contributor to the team identification in comparison with the other motives. When divided by the level of team identification into spectators and fans the results indicate a difference in all of the motives except for family. The motives of achievement, knowledge, physical skills and social interaction were clearly more important for the fans in comparison with the spectators. Thesis Iceland Skemman (Iceland) |
institution |
Open Polar |
collection |
Skemman (Iceland) |
op_collection_id |
ftskemman |
language |
English |
topic |
Viðskiptafræði Markaðsrannsóknir Körfubolti |
spellingShingle |
Viðskiptafræði Markaðsrannsóknir Körfubolti Zdravevski, Jovan, 1980- Why do people attend games in the Iceland Express men‘s basketball league? |
topic_facet |
Viðskiptafræði Markaðsrannsóknir Körfubolti |
description |
This market research has the aim to assess the current situation of the sport consumers in the men’s Iceland Express league in basketball. The purpose is twofold, one to assess the loyalty measured through the team identification and the other is to assess the importance of the motives for attending games. The motives measured were: achievement, knowledge, action, drama, escape, family, physical skills, aesthetics and social interaction and they were measured with the Motivational Scale for Sport Consumption originally developed by Trail and James (2001). The results indicate that the action, aesthetics, drama and physical skill are the most important motives for people following this league. The correlation analysis showed the motive of achievement as the biggest contributor to the team identification in comparison with the other motives. When divided by the level of team identification into spectators and fans the results indicate a difference in all of the motives except for family. The motives of achievement, knowledge, physical skills and social interaction were clearly more important for the fans in comparison with the spectators. |
author2 |
Háskóli Íslands |
format |
Thesis |
author |
Zdravevski, Jovan, 1980- |
author_facet |
Zdravevski, Jovan, 1980- |
author_sort |
Zdravevski, Jovan, 1980- |
title |
Why do people attend games in the Iceland Express men‘s basketball league? |
title_short |
Why do people attend games in the Iceland Express men‘s basketball league? |
title_full |
Why do people attend games in the Iceland Express men‘s basketball league? |
title_fullStr |
Why do people attend games in the Iceland Express men‘s basketball league? |
title_full_unstemmed |
Why do people attend games in the Iceland Express men‘s basketball league? |
title_sort |
why do people attend games in the iceland express men‘s basketball league? |
publishDate |
2012 |
url |
http://hdl.handle.net/1946/11278 |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
http://hdl.handle.net/1946/11278 |
_version_ |
1766037701496143872 |