The ability to predict fan behavior and discern their motives to purchase tickets and merchandise is vital to sport marketers and organizations. To date research has examined specific characteristics and classifications of fans; however a consistent and direct relationship between fan classifications and purchase behavior in minor league sport has yet to be determined. Therefore, the purpose of this study was to examine characteristics of spectators attending minor league hockey games, over a six-year period, based on specific fan classifications.
Previous research has classified fans based on socio-motivational characteristics, economic factors, promotions, star-players/coaches, purchase behaviors, geographic location, personal interest, team performance, as well as many other factors. Researches have suggested that fans should be encouraged to reevaluate their level of commitment and involvement as a spectator, from non-aware and uninvolved to aware and involved; particularly, related to specific fan behaviors such as purchase intent and purchase frequency (Mullin, Hardy, & Sutton, 2006). Literature has also stated that survival was dependent on organizations addressing the relationship of sporting events to fan identity and that satisfaction of the fan was directly linked to loyalty, enjoyment, and personal identity formed with being part of a particular group. (Lavarie & Armett. 200; and Madrigal, 1995). To date research has concluded that focusing on a better understanding of fan behavior and characteristics can assist in the understanding purchase behaviors and could permit marketers to influence and impact fans.
This study analyzed survey data and data obtained from ten focus groups conducted over six year period (2001-2007). The survey sample consisted of 4,880 (average 813 per year) fans attending AHL hockey in a New England community of 215,000 located 50 miles north of Boston. Individual focus groups were conducted with full-season ticket holders, partial season ticket holders, 10-game (“flex”) holders, individuals attending a group outing, individuals attending a single game with seats in the lower bowl, and individuals attending a single game with seats in the upper section of the arena.
Results indicated support for the dyadic approach in classifying individuals attending sporting events as presented by Trail et al. (2003). The classifications developed were “true hockey fan” or “entertainment seeker”; further subgroups of these categories are presented using Hunt et al. (1999) as a foundation. This study begins to examine longitudinally characteristics of fans that could be utilized to classify them and assist practitioners in beginning to understand and influence fan behaviors based on self-classifications.