n African Journal for Physical Health Education, Recreation and Dance - Exploring sports team website consumption motives : baseline findings from Generation Y soccer fans marketing - : sport marketing

Supplement 2
  • ISSN : 1117-4315


Most sports teams in the modern age have become professional business organisations that have their own websites. To enhance the use of such websites by fans, it is necessary to examine factors influencing the use of sports team websites. The purpose of this study was to explore motivations behind the use of sports team-websites by Generation Y sports fans in South Africa. The study used data collected from a survey involving 219 Generation Y soccer fans, who were based in Gauteng Province, South Africa. Exploratory factor analysis was used to extract the website consumption motivations. Five factors; namely, information, entertainment, interpersonal communication, escape and technical knowledge, that motivate Generation Y individuals to use sports team websites were extracted. Among these factors, technical knowledge emerged as the most important factor. The findings may be used by sports marketers to develop strategies for improving the consumption of sports team websites.

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