Examining spectator motivations in Major League Baseball
Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences between senior and non-senior sport spectators. Thus, the purpose of this study was to examine the different motives between senior and non-senior consumers who attend sport events and to compare the effect of spectator motivation on sport consumption behaviors between senior and non-senior consumers. The results suggest that for non-senior sport spectators, escape was the most influential factor among sport-related motives while social interaction was the most influential motive for senior spectators. For senior spectators, drama and social interaction were the most important motives affecting re-attendance intention, media consumption, and merchandise purchasing intentions. For non-senior spectators, vicarious achievement was the most important motive affecting re-attendance intention, media consumption, and merchandise purchasing intentions.