This research examines the differential effects of motives and points of attachment on conative loyalty of Formula 1 U.S. Grand Prix attendees. Theoretical perspectives of role identity and extant literature on identification and spectator consumption behavior guided this investigation and aided in model development. While numerous researchers in the sport marketing literature have examined motives and points of attachment, there is a relative dearth of studies devoted to the effects of motives and points of attachment on conative loyalty. Study participants (N=247) comprised spectators of the 2014 Formula 1 U.S. Grand Prix held in Austin, Texas. Structural equation modeling (SEM) was utilized to test the measurement model and the structural model. Findings showed that the proposed model fit the data well—motives and points of attachment combined to explain much of the variance in conative loyalty. The results have theoretical implications for sport consumer research, as well as practical insights for Formula 1.
BodetG., & Bernache-AssolantI. (2011). Consumer loyalty in sport spec-tatorship services: The relationships with consumer satisfaction and team identification. Psychology & Marketing, 28, 781–802.
3.
BranscombeN. R., & WannD. L. (1991). The positive and self-concept consequences of sports team identification. Journal of Sport & Social Issues, 15, 115–127.
4.
CohenJ. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
5.
CrosbyL. A., & TaylorJ. R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9, 413–431.
6.
DickA. S., & BasuK. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–113.
EaglyA. H., & ChaikenS. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers.
9.
FinkJ. S., TrailG. T., & AndersonD. F. (2002). An examination of team identification: Which motives are most salient to its existence?International Sports Journal, 6, 195–207.
10.
FisherR. J., & WakefieldK. (1998). Factors leading to group identification: A field study of winners and losers. Psychology and Marketing, 15, 23–40.
11.
FunkD. C., & JamesJ. D. (2006). Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20, 189–217.
12.
FunkD. C., MahonyD. F., NakazawaM., & HirakawaS. (2001). Development of the sport interest inventory (SII): Implication for measuring unique consumer motives at team sporting events. International Journal of Sports Marketing and Sponsorship, 3, 291–316.
13.
GantzW., & WennerL. A. (1995). Fanship and the television sports viewing experience. Sociology of Sport Journal, 12, 56–74.
GrayG. T., & Wert-GrayS. (2012). Customer retention in sports organization marketing: Examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36, 275–281.
GwinnerK., & SwansonS. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17, 275–294.
18.
HairJ., BlackW., BabinB., AndersonR., & TathamR. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Educational International.
19.
HarrolleM. G., TrailG. T., RodríguezA., & JordanJ. S. (2010). Conative loyalty of Latino and Non-Latino professional baseball fans. Journal of Sport Management, 24, 456–471.
20.
HawkinsD. I., BestR. J., & ConeyK. A. (2004). Consumer behavior: Building marketing strategy. Boston, MA: McGraw-Hill Irwin.
21.
JensenJ. A., CobbsJ., & GrozaM. D. (2014). The niche portfolio strategy to global expansion: The influence of market resources on demand for Formula One racing. Journal of Global Marketing, 27, 247–261.
KimY. K., TrailG. T., & MagnusenM. J. (2013). Transition from motivation to behaviour: examining the moderating role of identification (ID) on the relationship between motives and attendance. International Journal of Sports Marketing & Sponsorship, 14, 190–211.
24.
KwonH. H., TrailG. T., & AndersonD. F. (2005). Are multiple points of attachment necessary to predict cognitive, affective, and conative, or behavioral loyalty?Sport Management Review, 8, 255–270.
25.
MatsuokaH., ChelladuraiP., & HaradaM. (2003). Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12, 244–253.
26.
MilneG. R., & McDonaldM. A. (1999). Sport marketing: Managing the exchange process. Sudbury, MA: Jones and Bartlett.
27.
OliverR. L. (1999). Whence consumer loyalty?Journal of Marketing, 63, 33–44.
28.
RobinsonM., & TrailG. T. (2005). Relationships among spectator gender, motives, points of attachment, and sport preference. Journal of Sport Management, 19, 58–80.
29.
RobinsonM. J., TrailG. T., & KwonH. (2004). Motives and points of attachment of professional golf spectators. Sport Management Review, 7, 167–192.
30.
SchiffmanL. G., & KanukL. L. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
31.
SernovitzA. (2009). Word of mouth marketing: How smart complaints get people talking.New York, NY: Kaplan.
32.
ShapiroS., RidingerL., & TrailG. T. (2013). An analysis of multiple spectator consumption behaviors, identification, and future behavioral intentions within the context of a new college football program. Journal of Sport Management, 27, 130–145.
33.
ShrefflerM. B., & RossS. D. (2013). The word-of-mouth phenomenon: Its presence and impact in a sport setting. International Journal of Sport Communication, 6, 1–18.
34.
SloanL. R. (1989). The motives of sports fans. In GoldsteinJ. H. (Ed.), Sports, games, and play: Social & psychological viewpoints (2nd ed.; pp. 175–240). Hillsdale, NJ: Lawrence Erlbaum Associates.
35.
StrykerS., & BurkeP. J. (2000). The past, present, and future of an identity theory. Social Psychology Quarterly, 63, 284–297.
TrailG. T., AndersonD. F., & FinkJ. S. (2005). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly, 14, 98–112.
40.
TrailG. T., FinkJ. S., & AndersonD. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12, 8–17.
41.
TrailG. T., & JamesJ. D. (2001). The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior, 24, 108–127.
42.
TrailG. T., KwonH., & AndersonD. F. (2009). Does advertising mitigate the negative effects of losing on satisfaction and conative aspects of sport attendance? A case study in intercollegiate athletics. International Journal of Sport Communication, 2, 109–124.
43.
TrailG. T., RobinsonM., DickR., & GillentineA. (2003). Motives and points of attachment: Fans versus spectators in intercollegiate athletics. Sport Marketing Quarterly, 12, 217–227.
44.
WannD. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19, 377–396.
45.
WannD. L. (1997). Sport psychology. Upper Saddle River, NJ: Prentice Hall.
46.
WannD. L., & BranscombeN. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology, 24, 1–17.
47.
WannD. L., EnsorC. L., & BilyeuJ. K. (2001). Intrinsic and extrinsic motives for originally following a sport team and team identification. Perceptual and Motor Skills, 93, 451–454.
48.
WannD. L., GrieveF. G., ZapalacR. K., & PeaseD. G. (2008). Motivational profiles of sport fans of different sports. Sport Marketing Quarterly, 17, 6–19.
49.
WannD. L., SchraderM. P., & WilsonA. M. (1999). Sport fan motivation: Questionnaire validation, comparisons by sport, and relationship to athletic motivation. Journal of Sport Behavior, 22, 114–139.
WooB., TrailG. T., KwonH. H., & AndersonD. F. (2009). Testing models of motives and points of attachment. Sport Marketing Quarterly, 18, 38–53.
53.
WuS. H., TsaiC. Y. D., & HungC. C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management, 26, 177–191.
54.
YoshidaM., GordonB., NakazawaM., & BiscaiaR. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28, 399–417.
55.
YoshidaM., HeereB., & GordonB. (2014). Predicting behavioral loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management, 29, 318–333.
