Looking at Gender Differences through the Lens of Sport Spectators

Lynn L. Ridinger · Daniel C. Funk

87 citations0/0 files storedSport Marketing Quarterly

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Sports, Gender, and Society Consumer Behavior in Brand Consumption and Identification Sports Analytics and Performance

Abstract

This paper explores common assumptions about the intrinsic differences between male and female consumers within a subset of leisure consumption – sport spectating. This research utilized the Sports Interest Inventory (SII) ( Funk, Mahony & Ridinger, 2002 ) to examine differences between spectators (N = 959) attending men's and women's basketball games at a NCAA Division I institution. MANOVA results revealed nine differences for Team-Gender, seven differences for Spectator-Gender, and three interaction effects. Multiple linear regression analyses revealed that three core interest factors (university pride, team interest, and vicarious achievement) explained a significant proportion of variance in commitment and attendance behavior for fans of both teams. However, a number of interest factors related to Team-Gender and Spectator-Gender emerged to differentially explain levels of commitment and behavior. The results indicate that while there are some commonalities that motivate people to attend college basketball games involving athletes of each gender, there are also differences that make women's basketball unique from men's basketball.

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References

2001The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport 1995PRELIMINARY VALIDATION OF THE SPORT FAN MOTIVATION SCALE 2002Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport 2001Evaluative and relational influences on service loyalty 2004Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams 2002Characterizing Consumer Motivation as Individual Difference Factors: Augmenting the Sport Interest Inventory (SII) to Explain Level of Spectator Support 2002Motivational Factors for Evaluating Sport Spectator and Participant Markets 2002Female and Male Sport Fans: A Comparison of Sport Consumption Motives

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