The moderating role of fan identification and self -esteem on the motivation to purchase an intercollegiate athletic event ticket

The purpose of this research was to examine the relationship between levels of self-esteem, perception of the event, fan identification and the effect these variables have on the motivation to purchase a season ticket to an intercollegiate athletic event. The impact of the variables on the motivation to purchase was assessed through linear and binary logistic regression. One hundred and thirty-three freshmen students at the University of Illinois completed and returned a self-esteem, perception of event and fan identification assessment during the fall semester of 1999. The results indicated that when considered independently, the perception of event and identification variables predict the motivation to purchase a men's basketball season ticket. The self-esteem variable was not a significant predictor of the motivation to purchase a season ticket. Due to the high collinearity among the perception of event and identification variables, the perception of event variable was eliminated from the regression analysis. Finally, the impact of the self-esteem and identification variables on the motivation to purchase a season ticket was assessed. The regression analyses revealed that only the identification variable had a significant impact on the motivation to purchase a men's basketball season ticket.;This research has further enhanced the importance of identification as a factor affecting sport spectator behavior. While previous research has assessed the impact of fan identification on attendance, this study framed the discussion around an individual's motivation to purchase an athletic event ticket. Because motivation ultimately determines behavior, it is important to consider the primary influences affecting the sport spectator decision making process. Undergraduate student's level of identification with the university proved to be a factor influencing the motivation to purchase an intercollegiate athletic event ticket, while self-esteem had little or no impact on their motivation. The successful utilization of a seven-point scale measuring self-esteem is another important contribution of this research and provides future researchers with a sound tool to assess fan motivation.