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Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis

The purpose of this study was to empirically investigate the interrelationships between push and pull factors associated with the consumption of women’s professional basketball games. Multiple factors pertaining to sport consumers’ internal needs, identified as “push” factors, contain various intang...

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Autores principales: Min, Sophia D., Zhang, James J., Byon, Kevin K.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9485726/
https://www.ncbi.nlm.nih.gov/pubmed/36148099
http://dx.doi.org/10.3389/fpsyg.2022.806305
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author Min, Sophia D.
Zhang, James J.
Byon, Kevin K.
author_facet Min, Sophia D.
Zhang, James J.
Byon, Kevin K.
author_sort Min, Sophia D.
collection PubMed
description The purpose of this study was to empirically investigate the interrelationships between push and pull factors associated with the consumption of women’s professional basketball games. Multiple factors pertaining to sport consumers’ internal needs, identified as “push” factors, contain various intangible socio-psychological motivations representing an individual’s intrinsic desires that drive consumers toward certain goal-driven behaviors. On the other hand, “pull” factors, related to the supply side, refer to the different aspects of sport products the management of sport teams provides. It is imperative to obtain a better understanding of the push–pull interaction so that sport marketers can design their products to satisfy spectators’ expectations with different needs. Spectators (N = 628) attending WNBA games responded to an on-site survey. CFA was conducted to ensure the psychometric properties of the scales, which showed that the overall model fit the data well. A canonical correlation analysis was performed, and two significant functions were revealed by the dimension reduction analysis. The first function [F(40,2,683) = 4.49, p < 0.001]: I-Want-Everything-Consumer suggests that the market segment comprises individuals with multiple needs (ranged from 0.55 to 0.85) and expectations (ranged from 0.55 to 0.89), both of which need to be met simultaneously. Thus, sports marketers can satisfy WNBA consumers’ needs by enhancing the quality of tangible pull factors. The second function [F(28,2,222) = 2.38, p < 0.001]: Achievement-Seekers revealed that the consumers motivated by vicarious achievement (–0.59) expect game promotion (–0.55) rather than the quality of the opposing team (0.42), indicating that sport marketers should provide tailored promotional strategies to satisfy this segment of consumers. Specifically, the findings of this study can be used to segment consumers based upon fan motives (i.e., push factors) and position products accordingly by managing the controllable aspects of sport products (i.e., pull factors). This study provides empirical evidence of the relationship between WNBA consumers’ multiple needs and attributes associated with the WNBA core product.
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spelling pubmed-94857262022-09-21 Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis Min, Sophia D. Zhang, James J. Byon, Kevin K. Front Psychol Psychology The purpose of this study was to empirically investigate the interrelationships between push and pull factors associated with the consumption of women’s professional basketball games. Multiple factors pertaining to sport consumers’ internal needs, identified as “push” factors, contain various intangible socio-psychological motivations representing an individual’s intrinsic desires that drive consumers toward certain goal-driven behaviors. On the other hand, “pull” factors, related to the supply side, refer to the different aspects of sport products the management of sport teams provides. It is imperative to obtain a better understanding of the push–pull interaction so that sport marketers can design their products to satisfy spectators’ expectations with different needs. Spectators (N = 628) attending WNBA games responded to an on-site survey. CFA was conducted to ensure the psychometric properties of the scales, which showed that the overall model fit the data well. A canonical correlation analysis was performed, and two significant functions were revealed by the dimension reduction analysis. The first function [F(40,2,683) = 4.49, p < 0.001]: I-Want-Everything-Consumer suggests that the market segment comprises individuals with multiple needs (ranged from 0.55 to 0.85) and expectations (ranged from 0.55 to 0.89), both of which need to be met simultaneously. Thus, sports marketers can satisfy WNBA consumers’ needs by enhancing the quality of tangible pull factors. The second function [F(28,2,222) = 2.38, p < 0.001]: Achievement-Seekers revealed that the consumers motivated by vicarious achievement (–0.59) expect game promotion (–0.55) rather than the quality of the opposing team (0.42), indicating that sport marketers should provide tailored promotional strategies to satisfy this segment of consumers. Specifically, the findings of this study can be used to segment consumers based upon fan motives (i.e., push factors) and position products accordingly by managing the controllable aspects of sport products (i.e., pull factors). This study provides empirical evidence of the relationship between WNBA consumers’ multiple needs and attributes associated with the WNBA core product. Frontiers Media S.A. 2022-09-06 /pmc/articles/PMC9485726/ /pubmed/36148099 http://dx.doi.org/10.3389/fpsyg.2022.806305 Text en Copyright © 2022 Min, Zhang and Byon. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Min, Sophia D.
Zhang, James J.
Byon, Kevin K.
Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title_full Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title_fullStr Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title_full_unstemmed Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title_short Push and pull factors associated with the consumption of women’s professional basketball games: A canonical correlation analysis
title_sort push and pull factors associated with the consumption of women’s professional basketball games: a canonical correlation analysis
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9485726/
https://www.ncbi.nlm.nih.gov/pubmed/36148099
http://dx.doi.org/10.3389/fpsyg.2022.806305
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