The purpose of this study was to explore different aspects of men's basketball season ticket consumption behavior. In addition, the study identified the differences among marital status and those who brought kids to the game toward varied aspects of men's basketball season ticket consumption behavior.
Method
The survey method was used in this study. A total of 240 men's basketball season ticket holders (males = 145, females = 95) took part in this study. Participants were asked to answer part I on a five-point Likert-type scale with “1”-- strongly disagree and “5” -- strongly agree. Part II of the questionnaire consisted of obtaining demographic information of the participants. Exploratory factor analyses were conducted in Part I to indentify the factors affecting men's basketball season ticket consumption behavior. Four (2X2) factorial ANOVAs were used to identify the differences among marital status and those who brought kids to the game to varied aspects of men's basketball season ticket consumption behavior.
Analysis/Results
Around half of the participants were married (51.2%), bought season tickets for family (51.2%) and brought kids to the game (59.6%). The age range of the participants were relatively even with 20% to 27% of the participants from 25-34; 35-44; and 45-54. Part I of the questionnaire consisted of 15 questions related to motives and attitude towards buying season tickets in a specific Division I men's basketball team. Four factors (i.e. game attractiveness, team identification, entertainment and sport involvement) were retrieved. The Cronbach Alpha Coefficients for each factor ranged from .67 to .80. The overall Cronbach Alpha Coefficient was .77 and indicated that the questionnaire was internally consistent and reliable. Factorial 2 x 2 ANOVA revealed that the married group had a significant (p < .05) higher team identification score (F1, 239 = 4.921, p = .027) and entertainment score (F1, 239 = 4.718, p = .031) than the single/widowed/separated group. On the other hand, there were no significant differences among marital status and those who brought kids to the game towards game attractiveness score and sport involvement score (p > .05).
Conclusions
Four factors were identified through the EFA analysis as aspects affecting men's basketball season ticket consumption behavior (i.e. game attractiveness, team identification, entertainment and sport involvement). The findings of the present study support previous research that game attractiveness, team identification, entertainment and sport involvement factors influence season ticket consumption.