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Consumer Orientation Toward Sporting Events

Scale Development and Validation

Frank Pons

University of San Diego

Mehdi Mourali

University of New Hampshire

Simon Nyeck

ESSEC

Sporting events offer a strong emotional value to consumers and therefore occupy a prominent role in their life. In addition, they represent an important market potential for sponsors with an economic value in excess of $200 billion a year. A growing concern shared by researchers and sports marketers is to understand the various motivations that bring individuals to consume sporting events and related goods and services. The present research offers a definition of the concept of orientation toward a sporting event (OSE), develops a reliable instrument that captures its various facets, carefully validates the OSE scale in different contexts, and, finally, illustrates how this instrument may be used as a valuable segmentation tool.

Key Words: orientation • motivation • sporting events • construct validation • segmentation

Journal of Service Research, Vol. 8, No. 3, 276-287 (2006)
DOI: 10.1177/1094670505283931
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[Abstract] [PDF]