Motivational factors of S. League spectators : a comparison study between male and female spectators

• Main Author: Yong, Andrea Woon Thing.
• Other Authors: Pyun Do Young
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/52147
• Institution: Nanyang Technological University

With the alarming decreasing figures in S. League attendance in recent years, the aim of this research is to find out spectators motivation in attending S League matches with the use of an adapted Fan Motivation Scale (FMS) (Thibiti, Y. A., 2004) questionnaire. A comparison would then be made between male and female motivations. The hypothesis of this study is that there will be a difference between male and female motivational factors in attending S. League. A total of 73 participants (male=53, female=20) with age ranging from 16 to 50 years old (M=26.06, SD=7.66) were recruited to complete the FMS questionnaire during 2 S. League matches on 17th and 22nd March 2013. Analysis was performed using the Statistical Package for Social Science (SPSS). Results have shown that the highest motivational factors in attending S. league are “to have a good time” (M=4.05) while “betting on the matches” (M=1.56) scored the lowest. There are also significant differences between male and female motivations in attending S. League matches in 3 of the dimensions, namely, Quality of the Game, Escape, and Entertainment. With a comparison of the highest mean scores for each gender, males are more likely to attend S. League for entertainment motives (M=4.05) while females would attend out of social reasons (M=3.43). Findings from this study can be employed by S. League providers and sport marketing to attract spectators by targeting their underlying motivations in attending S. League matches. Recommendations for future studies are also suggested.