Impact of motivation and lifestyle on sport consumption

Abstract

THE AIMS OF THE PAPER

The aim of the study is to identify areas where the literature of sport consumption can be further enriched, thereby identifying possible areas for future research. Sport marketing experts usually divide sport consumption into three different fields, which are active participation in sports, consumption of sport events as experiences, and consumption of sporting goods. In most cases scientific researchers deal with these fields separately and only concentrate on one of them. Due to separate studies, valuable information may remain hidden from the researchers and thus from practitioners. A further aim of the study is to draw attention to comprehensive phenomena that would allow for a better understanding of the processes by examining sport consumption issues across the categories.

METHODOLOGY

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

MOST IMPORTANT RESULTS

From the consumption’s point of view, it would be expedient to extend the classical categorization of sport consumption and widen it with two further categories. This is also true in the field of sport consumption motivation, as there are many separate studies, but few with comprehensive focus across different categories. It would be important to examine the effects of basic interest in sport (motivation) on sport consumption categories, which would be a new idea compared to the popular category-specific research. Also a new research direction would be the study of the impact of lifestyle on sport consumption. The role of lifestyle in sport consumption is recognized by many researchers, however the literature of this type of research field is very limited.

RECOMMENDATIONS

The relevance of these research topics is demonstrated by the fact that with the knowledge provided, sports related companies can segment and form target groups more precisely, which would also create the possibility of better positioning. In today's sport economy, due to the numerous players and fierce competition, this could be a key issue for the success of a particular sport companies.

Acknowledgements: 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.