| dc.description.abstract | A rising concern in many sports markets around the world is the seeming lack of
interest in sports among younger people. TV sports viewership from this
demographic is frequently down, event attendance is down, even sports
participation is down. Past research on sport consumer behaviour has offered
valuable insights on the possible motives that can be considered predictors of sport
consumption decisions. That said, most of these studies have been developed in the
form of survey based descriptive research, which makes it difficult to draw
conclusions on the possible causes of this phenomenon.
This study aims at closing a gap in the existent literature by developing an
explorative study that wishes to provide an initial understanding of how different
economic, behavioral and demographic factors can affect the involvement with
sports of different generations of sports fans.
The results indicate that some economic and behavioral factors have a significant
effect on sports fans’ involvement with sports. When it comes to generational
differences, however, the results do not support the idea that young sports fans have
a significantly different interest in sports compared to the previous generation.
This research offers several interesting managerial insights for sponsors, media
companies and sports clubs that are reliant on capturing the largest audience
possible for their sports. | nb_NO |
