Anderson Filipe Rosa
Master's – Motivation for the consumption of women's soccer in Brazil: a study on competing scales
Advisor: Prof. Dr. Otávio Bandeira de Lamônica Freire
Comission: Profs. Drs. Andrés Rodriguez Veloso, Ary José Rocco Júnior and Ludmila Mourão
Link YouTube: https://youtu.be/X168lKWXjDA
Spectators and sports fans are motivated by different reasons to consume sporting events and everything related to this universe. To consume sport as a spectator is to watch and follow sporting events either by going to these events in the places where they are shown or by consuming through the available media such as television, radio, and the internet (Wann, 1995; Seo & Green, 2008). Few studies have investigated these motivations for women’s soccer consumers. This study proposed to carry out a comparison between the scales that measure the motivations of sports spectators, where women’s soccer consumers will be explored here. Women's soccer has been gaining prominence in relation to the audience, with evidence of the FIFA Women's World Cup in France in 2019, and the development of local competitions. However, little is known about the behavior of this consumer and what are the motivations for this consumption. The results revealed that the Sport Interest Inventory (SII) scale obtained a better predictive power for purchase intention, word of mouth, fan identification, and interest in women's soccer in relation to the Sports Fan Motivation Scale (SFMS) and the Motivation Scale for Sport Consumption (MSSC). Supporting women's opportunities in sport was the main motivation for fans and spectators of women's soccer in this study.
*Abstract provided by the author