<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Group Affiliation and Aesthetics while Gender has a significant impact on Group Affiliation, Eustress as well as on level of identification with sport. These findings have implications for sports marketers of different sporting events involved in marketing of sports related activities to enhance their marketing practices. The results of the current study are of interest for physical education departments of large private Universities which can use them to promote their sports events at a large scale. The last section of the study discusses the results in detail followed by directions for future research.</p></abstract>

The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Group Affiliation and Aesthetics while Gender has a significant impact on Group Affiliation, Eustress as well as on level of identification with sport. These findings have implications for sports marketers of different sporting events involved in marketing of sports related activities to enhance their marketing practices. The results of the current study are of interest for physical education departments of large private Universities which can use them to promote their sports events at a large scale. The last section of the study discusses the results in detail followed by directions for future research.

Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

Lovely Professional University Phagwara (Punjab), India

Baba Ghulam Shah Badshah University Rajouri (J&K), India

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports...

Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

Published Online: Mar 19, 2016

Page range: 330 - 340

DOI: https://doi.org/10.1515/mmcks-2015-0022

Keywords
aesthetics, eustress, fans, group affiliation, spectator, sport consumption, sport motivation, self-esteem, sports marketing

© 2015 Anish Yousaf et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

Published Online: Mar 19, 2016

Page range: 330 - 340

DOI: https://doi.org/10.1515/mmcks-2015-0022

Keywordsaesthetics, eustress, fans, group affiliation, spectator, sport consumption, sport motivation, self-esteem, sports marketing

© 2015 Anish Yousaf et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
aesthetics, eustress, fans, group affiliation, spectator, sport consumption, sport motivation, self-esteem, sports marketing