Development of the Sport Interest Inventory (SII): Implications for Measuring Unique Consumer Motives at Team Sporting Events
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 September 2001
Abstract
A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators (N=1,321) attending five different US venues during the 1999 FIFA Women's World Cup were administered the SII. Analysis revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 per cent of the variance in spectators' interest in the event. Results provide sport marketers with consumer-based marketing strategies, particularly for women's sport.
Keywords
Citation
Funk, D.C., Mahony, D.F., Nakazawa, M. and Hirakawa, S. (2001), "Development of the Sport Interest Inventory (SII): Implications for Measuring Unique Consumer Motives at Team Sporting Events", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 3, pp. 38-63. https://doi.org/10.1108/IJSMS-03-03-2001-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2001 by Winthrop Publications Limited