Sport consumption and scales measuring the sport motivation

Abstract

THE AIMS OF THE PAPER

The examination of sport consumption requires the exploration of a complex topic. Analyzes can be performed from different aspects. The focus of this study is the marketing aspect of sport consumption, especially with a consumer behavior focus. Thus, the relation between sport, government and companies is not the part of this study. The aim of our research is to review and supplement the classical categorization of sport consumption. Another aim of this study is to summarize the available internationally validated scales for examining sport-related motivations, and to lay down the starting points for expanded research mainly on the motivation of laic, hobby athletes.

METHODOLOGY

For our findings we made this review type article by using the wide range of marketing and sports marketing literature.

MOST IMPORTANT RESULTS

The examination of sport consumption consists three elements: active participation in doing sports, consumption of sport products, and consumption of sport events in live or through different media channels. This study expands this aspect by distinguishing doing sports on professional or laic, hobby level, purchasing of sport products and services, or even the consumption of experiences online and offline.

RECOMMENDATIONS

The examination of the motivations of hobby and competitive athletes is an important aspect in the study of sport consumption. In order to understand the motives of these consumers and to measure the strength of their motivations, researchers have created different scales. Among these scales, we found that H-SMS is the most suitable for measuring sport-related motivations in Hungarian research.

This research was partially supported by the Human Resource Development Operational Programme, grant No.: EFOP-3.6.2-16-2017, Cooperative Research Network in Economy of Sport, Recreation and Health.