Sport Commitment, Participation Frequency and Purchase Intention Segmentation based on Age, Gender, Income and Skill Level with US Tennis Participants

Abstract

Abstract The purpose of this study was to examine how demographic market segments differ based on three constructs: commitment to the sport, participation frequency and purchase intention. Data were gathered via a web-based questionnaire from community tennis association members (N=537). Significant differences were found with sport commitment based on age; participation frequency significantly differed based on ability level; purchase intention significantly differed based on income and ability level. Theoretical implications are discussed and practical implications are forwarded.

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