Structural relationships among socio-motivation, market demand, overall satisfaction, and consumption of WNBA game events
Min, Deulre D.
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Women sports leagues are currently facing the daunting challenge of becoming a successful standalone entity. To ensure the future success of women sports leagues, and particularly the WNBA, it is imperative that more research attention be given to developing a better understanding of consumers of women’s sports. A clearer picture of sports consumers’ decision-making process is expected to assist league administrators and marketers in developing strategies to build consumer interest and a loyal fan base. To this end, the purpose of this study is to fill the gap in the literature by examining the structural relationships among socio-motivation, market demand, satisfaction, and consumption of WNBA game events. The current results contribute to the existing literature on sports consumer behaviors by developing the Motivation-Market Demand-Satisfaction-Consumption multistage consumer decision-making process in sport. By conceptualizing motivation as an antecedent of the multistage consumer decision-making process in sport and analyzing the subsequent stages, a much deeper understanding of sports consumers’ decision-making process has been obtained.