Consumption of the National Basketball Association in Brazil: the motives of distant fans

Miranda, Yves; Borba, Yuri Ricardo Rodrigues; Barros Filho, Marcos Antonio; Silva, Victor Henrique Rodrigues; Pedroso, Carlos Augusto Mulatinho de Queiroz

doi:10.1590/S1980-65742022012621

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Events and Tourism Management • Motriz: rev. educ. fis. 28 • 2022 • https://doi.org/10.1590/S1980-65742022012621 copy

Consumption of the National Basketball Association in Brazil: the motives of distant fans

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Aim:

This study aimed to analyze, through games, the motives for the consumption of the National Basketball Association (NBA) by Brazilian fans and the influence on the consumption intentions of these fans.

Methods:

The study has a quantitative approach and used an online questionnaire consisting of nine motives for sports consumption and a dimension to analyze behavioral intentions. The sample consisted of 336 individuals over 18 years of age who declared that they support a team in the competition. Data were analyzed using a two-step Structural Equation Modeling in Amos 26.0.

Results:

The average age of respondents was 24.20 years (±6.70), mostly men (91.7%), with complete high school (45.8%), single (83.6%), who watch 3 to 5 NBA games per week (53.6 %), mostly through the internet (56.8%), and who do not usually buy NBA-licensed products (58.0%). Analysis of the causal model indicated that both vicarious achievement (β = 0.55; p < 0.01) and social interaction (β = 0.28; p < 0.01) are motives that positively influenced behavioral intentions related to NBA.

Conclusion:

Motives such as the acquisition of knowledge, drama, interest in basketball, and knowledge of the game are highly valued by Brazilian fans who consume the NBA. In addition, the fans' sense of accomplishment with their team's victory and the social interaction offered by the games, even if distant, are important factors that influence the behavioral intentions of these fans.

Keywords
sports marketing; sports management; basketball; international NBA fan; motivation

Motives	Definition	Source
Vicarious Achievement	It refers to a sense of accomplishment that is felt through the success of the sport team	Smith¹⁰10. Smith ACT. Introduction to sport marketing. Oxford: Butterworth-Heinemann; 2008.
Family	It refers to the sports opportunities to spend time together with the family in an organized and pleasurable way	Smith¹⁰10. Smith ACT. Introduction to sport marketing. Oxford: Butterworth-Heinemann; 2008.
Knowledge of the Game	It refers to the knowledge that the consumer has about the sport, its tactical and technical aspects, and games results	Biscaia et al.¹²12. Biscaia R, Correia A, Rosado A. Determinantes da satisfação dos espectadores de basquetebol. Rev Port Ciênc Desporto. 2011;11(1):59-74.
Drama	It refers to the theatrical experience that a fan can take part in through watching an engaging contest, enhancing the sport's dramatic qualities	Smith¹⁰10. Smith ACT. Introduction to sport marketing. Oxford: Butterworth-Heinemann; 2008.
Escape	It refers to the environment provided by the sport as an escape from the ordinary routine of everyday life	Smith¹⁰10. Smith ACT. Introduction to sport marketing. Oxford: Butterworth-Heinemann; 2008.
Interest in Player	It refers to the interest in players with outstanding recognition	Pu and James⁶6. Pu H, James J. The distant fan segment: exploring motives and psychological connection of International National Basketball Association fans. Int J Sports Mark Spons. 2017;18(4):418-38.
Interest in Basketball	It refers to the interest in basketball as a whole	Pu and James⁶6. Pu H, James J. The distant fan segment: exploring motives and psychological connection of International National Basketball Association fans. Int J Sports Mark Spons. 2017;18(4):418-38.
Acquisition of Knowledge	It refers to the possibility of obtaining knowledge about the sport	Pu and James⁶6. Pu H, James J. The distant fan segment: exploring motives and psychological connection of International National Basketball Association fans. Int J Sports Mark Spons. 2017;18(4):418-38.
Social Interaction	It refers to the sports opportunities to spend time together with friends in an organized and pleasurable way	Smith¹⁰10. Smith ACT. Introduction to sport marketing. Oxford: Butterworth-Heinemann; 2008.

		M (SD)	n (336)	%
Age		24.20 (6.79)
Sex	Male		308	91.7
	Female		28	8.3
Level of education	Elementary school		3	0.9
	High school		154	45.8
	University education		144	42.9
	Postgraduate studies		35	10.4
Region of the country where you live	North		10	3.0
Region of the country where you live	Northeast		148	44.0
	Midwest		14	4.2
	Southeast		123	36.6
	South		41	12.2
Marital status	Not married		281	83.6
	Married		52	15.5
	Divorced		3	0.9
Professional situation	Employee		138	41.1
	Unemployed		138	41.1
	Autonomous		58	17.3
	Retiree		2	0.6
Where do you watch NBA games?	Internet		191	56.8
Where do you watch NBA games?	Cable TV		134	39.9
	Open TV		11	3.3
How many NBA games do you watch a week?	1		22	6.5
	2		55	16.4
	3 to 5		180	53.6
	More than 5		89	23.6
Do you buy licensed NBA products?	No		195	58.0
Do you buy licensed NBA products?	Yes		141	42.0
How many NBA licensed products did you buy in 2020?	0		169	50.3
	1		56	16.7
	2		39	11.6
	3 to 5		59	17.6
	More than 5		13	3.9

ITEMS	M (SD)	λ	CR	AVE
1. Vicarious Achievement (VA)	5.80 (1.28)		0.84	0.63
I feel a personal sense of achievement when my NBA team wins.		0.78
I feel like I have won when my NBA team wins		0.76
I feel proud when my NBA team plays well		0.84
2. Family (FAM)	2.75 (1.59)		0.88	0.71
Being with the family is the reason I enjoy watching NBA games		0.76
NBA games allow me to spend time with my family		0.95
Watching NBA games allows me to bond with my family		0.81
3. Knowledge of the Game (KG)	5.81 (1.26)		0.80	0.57
I regularly read my NBA team's results and statistics		0.76
I usually know the results of NBA teams		0.69
I regularly follow the NBA player stats		0.80
4. Drama (DRA)	6.40 (0.93)		0.69	0.53
I like the game best when it is played to the end		0.74
I like to watch games where the outcome is uncertain		0.72
5. Escape (ESC)	5.08 (1.59)		0.86	0.68
Watching NBA games allows me to escape from everyday reality		0.94
NBA games are an escape from my daily routine		0.78
I enjoy watching NBA games because I forget about my problems		0.74
6. Interest in Player (IP)	3.93 (2.14)		0.86	0.76
I watch NBA games more because of certain players than the team		0.83
I am more a fan of individual players than I am of the team		0.91
7. Interest in Basketball (IB)	6.20 (1.14)		0.86	0.68
First and foremost, I consider myself a fan of basketball		0.76
I love to follow the game of basketball		0.86
I am a huge fan of basketball in general		0.84
8. Acquisition of Knowledge (AK)	6.33 (0.89)		0.77	0.54
I can increase my knowledge about basketball by watching NBA games		0.50
I can increase my understanding of the strategy by watching the game		0.83
I can learn about the technical aspects by watching NBA games		0.82
9. Social Interaction (SI)	4.25 (1.52)		0.75	0.51
Watching NBA games gives me a chance to meet new people		0.59
Watching NBA games leads me to improve social relationships		0.83
Watching NBA games gives me the chance to spend time with my friends		0.70

Universidade Estadual Paulista Universidade Estadual Paulista, Av. 24-A, 1515, 13506-900 Rio Claro, SP/Brasil, Tel.: (55 19) 3526-4330 - Rio Claro - SP - Brazil
E-mail: motriz.rc@unesp.br

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[1] Associate Editor: Sandro Carnicelli0000-0003-1629-1343, University of the West of Scotland, Scotland, UK. E-mail: Sandro.Carnicelli@uws.ac.uk.

		VA	FAM	KG	DRA	ESC	IP	IB	AK	SI
	AVE	0.63	0.71	0.57	0.53	0.68	0.76	0.68	0.54	0.51
VA	0.63	1
FAM	0.71	0.04	1
KG	0.57	0.27	0.03	1
DRA	0.53	0.00	0.03	0.06	1
ESC	0.68	0.26	0.04	0.21	0.03	1
IP	0.76	0.04	0.00	0.00	0.04	0.01	1
IB	0.68	0.31	0.06	0.34	0.06	0.24	0.00	1
AK	0.54	0.19	0.03	0.16	0.06	0.11	0.00	0.17	1
SI	0.51	0.10	0.37	0.04	0.03	0.21	0.00	0.14	0.06	1