Understanding the motivations of teenagers for sport related consumption
Paper
Paper/Presentation Title | Understanding the motivations of teenagers for sport related consumption |
---|---|
Presentation Type | Paper |
Authors | Kanoyangwa, Ranganai (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Editors | Wiley, Jim and Thirkell, Peter |
Journal or Proceedings Title | Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference (ANZMAC 2004) |
Number of Pages | 7 |
Year | 2004 |
Place of Publication | Wellington, New Zealand |
ISBN | 0475222151 |
Web Address (URL) of Paper | http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Kanoyan1.PDF |
Conference/Event | ANZMAC 2004: Marketing Accountabilities and Responsibilities |
Event Details | ANZMAC 2004: Marketing Accountabilities and Responsibilities Parent ANZMAC Conference Event Date 29 Nov 2004 to end of 01 Dec 2004 Event Location Wellington, New Zealand |
Abstract | This paper introduces the exploratory stage of a larger study investigating the motivations of teenagers for sport related consumption. Understanding the motivations of teenagers for sport related consumption is an increasingly important topic in the field of sport marketing. Teenagers not only represent a large consuming market in their own right but also represent the future market for both direct and indirect sport consumption. Current literature in this area has identified a number of relevant motivations for sport participation and fandom amongst adults. However, motivations for other forms of sport related consumption such as attending live sporting events and purchasing and using electronic sporting games have not been explored. In addition none of this motivational research in sport has been applied to the teenage market. A review of literature in this area and the findings of exploratory focus groups are reported in this paper. |
Keywords | teenagers; sport; consumption |
ANZSRC Field of Research 2020 | 520107. Sport and exercise psychology |
520599. Social and personality psychology not elsewhere classified | |
350608. Marketing theory | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
Department of Marketing and Tourism |
https://research.usq.edu.au/item/9z8w9/understanding-the-motivations-of-teenagers-for-sport-related-consumption
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