Previous research indicated that NASCAR spectators made the top crowd of single event in professional sports (Bernthal & Regan, 2004) and provided evidences on impacts of economics from NASCAR events (Humphrey & Ruseski, 2009). However, researchers of sport consumption have remained silent in spectator motivation of auto racing sport. What are motivational components of NASCAR spectators with different economic statuses? Do the educational levels make a difference in their motives attending NASCAR events? The purpose of this study was to examine motivational differences among various social economic and educational groups of NASCAR fans.
Method:
A survey was conducted during NASCAR events in east coast of the America. A 7-point Inventory of Motivation for Auto-racing Sport (Chen, 2012) including five factors (Affiliation, Experience, Gratification, Socialization, Substance) was utilized as the instrument to test motivation difference. Participants (N = 650) were randomly selected containing four educational groups (High School, 2-year College, 4-year College, Graduate School) and five income groups (below 30K, 31-50K, 51-70K, 71-100K, above 100K).
Analysis/Results:
MANOVA revealed a significant (Lambda = .95, p < .05) difference on Education. Follow-up post hoc Scheffe indicated significant (F = 3.11, p <.05) differences. The groups of graduate school (M = 6.13), 4-year college (M = 5.66), 2-year college (M = 5.75) were all significantly (p <.05) higher than the participants with high school education (M = 5.01) on the factor of Gratification. MANOVA also explored a significant difference (Lambda = 9.22, p < .01) on the Income and follow-up post hoc Scheffe revealed significant differences (F = 3. 87, p <.01) on the factors of Socialization and Substance (F = 3. 82, p <.01). The spectators with income below 30K (M = 5. 07) scored higher than three middle income groups who scored higher than the group with income above 100K (M = 5.07) on the Socialization. However, four lower income groups (Ms = 4.65, 4.67, 4.69, 4.80) scored higher than the 100K group (M = 4.27) on Substance.
Conclusions:
The study concluded that a lower education level associates with a lower gratification motive of the fans to attend NASCAR events. A higher educational level reflects higher motive of the fans to use the events for socialization. However, the higher the income, the less possibility would be for the spectators to look for material benefits. The findings provided NASCAR organizers a quantitative reference to further reconsider incentive packages for auto racing fans.