Examination of sports consumption behaviors of Football spectators in terms of success and failure criteria

Abstract

This study aimed to reveal the sports consumption behavior intentions of the spectators of two football teams competing in Turkish Super League, in order to examine whether this behavior changes in cases of success and failure. Besides, the study also attempted to detect any difference between the consumption behaviors of the spectators of the two teams and to reveal the reasons of these differences. Spectators of two different teams competing in Turkish Super League participated in the study on voluntary basis. Totally 678 sports spectators attended the study: 54.30% (N=368) of these spectators supported Eskisehirspor while 45.70% (N=310) supported Bursaspor. To this end, the Sports Consumption Behavior Scale which was developed by Kim et al. (2011) and the validity and reliability of the Turkish version of which was tested by Kiremitci et al. (2014) was used in the scope of the study. In conclusion, this study examined the consumer behavior intentions of the spectators of two teams competing in Turkish Football Super League (one being more successful and the other less successful according to the results of the first half of the football season) and found that the spectators of the more successful team scored higher marks in “Attendance Intention” and “Licensed Merchandise Consumption Intention” sub-dimensions.