Teenage motivations for sport related consumption in Australia

Paper

Summers, Jane, Johnson Morgan, Melissa and Kanoyangwa, Ranganai. 2007. "Teenage motivations for sport related consumption in Australia." Pitts, Brenda G. (ed.) 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005). Tempe, Arizona 10 - 12 Nov 2005 Morgantown, WV. United States.
Paper/Presentation Title

Teenage motivations for sport related consumption in Australia

Presentation TypePaper
AuthorsSummers, Jane (Author), Johnson Morgan, Melissa (Author) and Kanoyangwa, Ranganai (Author)
EditorsPitts, Brenda G.
Journal or Proceedings TitleSport Marketing in the New Millennium: Selected Papers from the Third Annual Conference of the Sport Marketing Association (SMA 2005)
Number of Pages11
Year2007
Place of PublicationMorgantown, WV. United States
ISBN1885693710
Web Address (URL) of Paperhttp://www.amazon.com/Sport-Marketing-New-Millennium-Association/dp/1885693710
Conference/Event3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005)
Event Details
3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005)
Event Date
10 to end of 12 Nov 2005
Event Location
Tempe, Arizona
Abstract

Sport is a prevalent and pervasive leisure form in many countries and Australia is no exception. Australian consumers spend millions of dollars on sport and recreational pursuits. These pursuits include attending live sporting events, playing sport, and buying sporting merchandise. There is a considerable body of research into people's motivations for attending live sporting events and participating in sport, but it is all from an adult perspective. However, there has been little attention by sport marketing researchers to the motivations of teenage sport consumption. Teenagers are an important socio-economic and demographic group to marketers and with growing numbers they represent the future adult sport consumption public. This research attempts to fill this gap in academic knowledge by investigating teenagers' motivations for sport related consumption including; sport participation, sport spectating, virtual sport consumption through the playing of sport related computer games, and sport merchandise consumption. Based on a large sample of teenagers between the ages of 13 and 18 living in a regional city in Australia, this study found variation in the specific motivations for the participation in the different sport consumption activities studied and many of these motivations also differed by age and gender. Theoretical contributions of this study include an insight into teenage sport consumption motivation, recommendations for scale adaptations to account for a teenage viewpoint and extension of current sport motivation knowledge to include aspects of sport consumption not previously considered - virtual sport consumption through the use of computer games and sport merchandise consumption. From a practitioner perspective, contributions lie in a greater understanding of teenage motivations which are useful for segmentation decisions, product development considerations and promotional design

Keywordssports marketing; teenagers; teenage; adolescents; sporting event attendance
ANZSRC Field of Research 2020350606. Marketing research methodology
350405. Sport and leisure management
Public Notes

Deposited with permission of publisher. Conference held 2005, but not published until 2007.

Byline AffiliationsDepartment of Marketing and Tourism
School of Management and Marketing
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Summers, Jane and Johnson Morgan, Melissa. 2008. "More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations." Public Relations Review. 34 (2), pp. 176-182. https://doi.org/10.1016/j.pubrev.2008.03.014
An exploratory study of Australian agribusiness organisations and their selection of e-business models for conducting B2B e-commerce
Ng, Eric, Lawley, Meredith and Summers, Jane. 2004. "An exploratory study of Australian agribusiness organisations and their selection of e-business models for conducting B2B e-commerce." 2004 Inaugural Academy of World Business, Marketing and Management Development Conference: The Challenge of Inter-Disciplinary Perspectives & Globalization in the 21st Century . Gold Coast, Australia 13 - 16 Jul 2004 Perth, Australia.
Which B2B e-business model: the case of Australian agribusiness organisations
Ng, Eric, Lawley, Meredith and Summers, Jane. 2003. "Which B2B e-business model: the case of Australian agribusiness organisations." Geursen, G., Kennedy, R. and Tolo, M. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Understanding consumer responses to special event entertainment (SEE) in shopping centres
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Understanding consumer responses to special event entertainment (SEE) in shopping centres." Yu, Chian Son and Wang, Chih Chien (ed.) 2006 International Conference on Business and Information (BAI 2006). Singapore 12 - 14 Jul 2006 Taiwan.
Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2007. "Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?" Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Evoking the past: exploring nostalgia's relevance to sport consumption
McColl-Kennedy, Janet, Summers, Jane and Johnson Morgan, Melissa. 2001. "Evoking the past: exploring nostalgia's relevance to sport consumption." Tidwell, Paula M. and Muller, Thomas E. (ed.) Association for Consumer Research 2000 Asia Pacific Conference. Gold Coast, Australia 16 - 18 Mar 2000 Provo, UT. United States.
Consumer construction of sport consumption experiences through role play: a literature review
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2007. "Consumer construction of sport consumption experiences through role play: a literature review." James, Jeffrey D. (ed.) 4th Annual Sport Marketing Association Conference: Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Sholars (SMA 2006). Denver, Colorado 04 - 06 Nov 2006 Morganstown, VA.
E-marketing strategy: an exploratory investigation into Chinese business use of the Internet
Johnson Morgan, Melissa, Lawley, Meredith and Spinks, Wendy. 2006. "E-marketing strategy: an exploratory investigation into Chinese business use of the Internet." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region
Summers, Jane and Johnson Morgan, Melissa. 2006. "The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region." Asian Journal of Marketing (National University of Singapore). 12 (1), pp. 23-34.
The impact of structure on marketing success in Australian Rules Football clubs
Johnson Morgan, Melissa, Summers, Jane and West, Kristy. 2006. "The impact of structure on marketing success in Australian Rules Football clubs." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2005). Prague, Czech Republic 03 - 07 Aug 2005 Ypsilanti, Michigan, USA.
Sports consumption behaviour among generation Y in mainland China
Johnson Morgan, Melissa, Summers, Jane and Jocumsen, Graham. 2006. "Sports consumption behaviour among generation Y in mainland China." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?" Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand
Summers, Jane, Lorterapong, Atasit and Johnson Morgan, Melissa. 2006. "Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Defining consumer responses to special event entertainment (SEE): key constructs and propositions." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.