An analysis on the antecedents of behavioral intentions of soccer fans in Pernambuco
DOI:
https://doi.org/10.5585/podium.v11i3.20225Keywords:
Marketing, Consumption behavior, Tickets, Supporter.Abstract
Study objective: to analyze the influence of being a member, the sociodemographic variables and the perception of the ticket price on the behavioral intentions of soccer supporters of clubs in Pernambuco.
Methodology/Address: quantitative approach study, observational type. The sample was composed of 196 fans of the clubs of Pernambuco. The instrument used is composed of the dimensions: being a member, sociodemographic profile, perception of ticket prices and behavioral intentions. The variables were measured from categorical, ordinal and scalar measures. The items corresponding to behavioral intentions were measured using a Likert-type multi-item scale with seven alternatives. Data were tabulated and analyzed in SPSS 24.0 software, descriptive analyses and a multiple linear regression were used to assess the statistical significance of the antecedents.
Originality/Relevance: The analysis of the behavioral intentions of their fans is paramount for clubs. Recently it is noticeable a decline in the presence of fans in the stadium and involvement with the club, therefore, it becomes valid a survey on the influence of membership, sociodemographic profile of spectators and ticket prices on behavioral intentions, added to the scarcity of investigations about the theme in Brazil.
Main results: The global model was valid, influencing behavioral intentions in 20.8%. About the dimensions, the sociodemographic profile did not statistically explain its influence, however the being a member and the perception of the ticket price showed significance (p < 0.05).
Theoretical/methodological contributions: It was proven that being a member and perceived ticket price constitute dimensions that directly affect behavioral intentions.
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