Limited studies have been conducted to understand the various aspects that affect collegiate women's basketball ticket consumption. The purpose of this study was to explore different aspects of women's basketball ticket consumption behavior.
Method
The survey method was used in this study. Questionnaires were distributed at all entrances and in each section of the arena at a collegiate women's basketball game from a National Collegiate Athletic Association (NCAA) Division I institution in the mid-Atlantic region. A total of 312 (males = 132, females = 173) participants took part in this study. They were asked to answer a 60 items questionnaire on a five-point Likert-type scale with “1”-- strongly disagree and “5” -- strongly agree. Exploratory factor analysis (EFA) was conducted to indentify the factors affecting the collegiate Women's basketball ticket consumption. A multiple regression analysis was conducted to evaluate how well the factors as predictors for collegiate women's basketball ticket consumption.
Analysis/Results
Eleven factors were retrieved with eigenvalues equal to or greater than 1.0. However, ten items were eliminated because they did not contribute to a simple factor structure or without cross-loading of .4 or above. Factor four with five items was eliminated because they did not contribute to the theoretical construct. Consequently, nine factors with 45 items were retained in this study (i.e. Self-esteem Enhancement, Aesthetic, Social, Arousal, Risk, Relaxation, Aggression, Sport Involvement I and Sport Involvement II). The Cronbach Alpha Coefficients for each factor ranged from .74 to .92. The overall Cronbach Alpha Coefficient was .93 and indicated that the questionnaire was internally consistent and reliable. The linear combination of five factors were significantly related to collegiate women's basketball ticket consumption with adjusted R2 = .18. The regression equation was as follows: Predicted Collegiate Women Basketball Ticket Consumption = .17 Social + .15 Relaxation – .14 Aggression + .45 Sport Involvement I – 2.2 Sport Involvement II – 2.68.
Conclusions
The finding revealed that social, relaxation, aggression, sport involvement I and sport involvement II were essential factors affecting the collegiate women's basketball ticket consumption.