Revisiting the Model of Sport Consumption: Review of Theories and Suggestions
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Abstract One of the important tasks of sport marketers is developing effective marketing strategies for increasing game attendance. In order to do so, it is important to understand the overall psychological process of sport consumers. The purpose of this paper is to revisit the model of sport consumption suggested by Trail and James (2008) and review various theories explaining the relationships among the constructs. In particular, identity theory, social identity theory, the theory of planned behavior, attitude theory, decision-making theory, and satisfaction theory are discussed in relation to the model of sport consumption. In addition, possible deficiencies of the model as well as possible inclusions of other constructs and paths that can help enhancing the model are discussed.
Abstract
Abstract One of the important tasks of sport marketers is developing effective marketing strategies for increasing game attendance. In order to do so, it is important to understand the overall psychological process of sport consumers. The purpose of this paper is to revisit the model of sport consumption suggested by Trail and James (2008) and review various theories explaining the relationships among the constructs. In particular, identity theory, social identity theory, the theory of planned behavior, attitude theory, decision-making theory, and satisfaction theory are discussed in relation to the model of sport consumption. In addition, possible deficiencies of the model as well as possible inclusions of other constructs and paths that can help enhancing the model are discussed.
참고문헌 (41)
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