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Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events

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  • Yu-Lin Lee
  • Fong-Jia Wang
  • I-Cheng Chen
  • I-Wei Chung

Abstract

This study aimed to develop a Female Sports Spectator Motivation Scale to assess the factors that influence female consumer behavior at sports events. In Study 1, the Delphi method was employed to identify key factors and develop scale items. Participants ( n  = 410) were selected from the regular Chinese Professional Baseball League season in Taiwan. Study 2 involved participants ( n  = 413) from the same season, and a multiple linear regression analysis was conducted to assess the predictive validity. Descriptive statistics, exploratory factor analysis, and confirmatory factor analysis were utilized to validate the scale. The results identified stress reduction, emotional connection, game content, aesthetics, self-realization, economics, and social facilitation as influential factors in female sports spectator behavior. This research contributes to a more comprehensive understanding of female sports fans and lays the groundwork for tailored approaches to engage and cater to this important and growing market segment.

Suggested Citation

  • Yu-Lin Lee & Fong-Jia Wang & I-Cheng Chen & I-Wei Chung, 2024. "Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events," SAGE Open, , vol. 14(3), pages 21582440241, August.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:3:p:21582440241271305
    DOI: 10.1177/21582440241271305
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    References listed on IDEAS

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    1. Stacey Pope, 2015. "‘It's Just Such a Class Thing’: Rivalry and Class Distinction between Female Fans of Men's Football and Rugby Union," Sociological Research Online, , vol. 20(2), pages 145-158, May.
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    3. Johannes A. Wiid & Michael C. Cant, 2015. "Sport Fan Motivation: Are You Going To The Game?," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(1), pages 383-398, January.
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    5. Mahony, Daniel F. & Nakazawa, Makoto & Funk, Daniel C. & James, Jeffrey D. & Gladden, James M., 2002. "Motivational Factors Influencing the Behaviour of J. League Spectators," Sport Management Review, Elsevier, vol. 5(1), pages 1-24, May.
    6. Janet S. Fink, 2015. "Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?," Sport Management Review, Taylor & Francis Journals, vol. 18(3), pages 331-342, July.
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