ABSTRACT

Research question: The purpose of the study was to identify consumption traits that might influence millennial sport fan behavior.

Research methods: We accomplished this objective by using mixed methods (i.e. review of literature, focus group (N = 18), and survey (N = 300)). We analyzed the millennial sport fan consumption traits by calculating descriptive statistics and conducting ANOVA to compare their traits with Baby Boomers and Generation X.

Results and findings: The literature review revealed the five traits of millennial fan consumption: (a) technology-driven, (b) community-driven, (c) peer pressure (FoMO), (d) emotional consumption, and (e) fan engagement. These prominent traits also emerged from focus group interviews and the survey. Generational differences among sport fans were also found.

Implications: With regard to theoretical and practical implications we identified traits that influenced millennial consumption behaviors. The results of the current study suggest that segmentation research is an effective and efficient way to reach target consumer groups, an approach that can benefit sport organizations. Differences among the three generations indicate the necessity of developing specific marketing strategies to target millennial fans, for which practitioners should apply five millennial consumption traits when deploying marketing strategies.

摘要

研究问题：该研究的目的是确定可能影响千禧一代体育迷行为的消费特征。

研究方法：我们通过使用混合方法（即文献回顾、焦点小组（N  = 18）和调查（N  = 300））来实现这一目标。我们通过计算描述性统计数据和进行方差分析来分析千禧一代体育迷的消费特征，以将他们的特征与婴儿潮一代和 X 一代进行比较。

结果和发现：文献综述揭示了千禧一代粉丝消费的五个特征：（a）技术驱动，（b）社区驱动，（c）同​​辈压力（FoMO），（d）情感消费和（e）粉丝订婚。这些突出的特征也出现在焦点小组访谈和调查中。还发现了体育迷之间的代际差异。

启示：关于理论和实践意义，我们确定了影响千禧一代消费行为的特征。当前研究的结果表明，细分研究是一种有效且高效的接触目标消费者群体的方法，这种方法可以使体育组织受益。三代人之间的差异表明，有必要针对千禧一代粉丝制定特定的营销策略，从业者在部署营销策略时应应用五个千禧一代消费特征。