Application of the motivation scale for disability sport consumption: an examination of intended future consumption behavior of collegiate wheelchair basketball spectators

Consumer behavior studies in the context of sports have been used to examine (a) why subjects consume a sport (Funk, Mahony, & Ridinger, 2002; Wann, Grieve, Zapalac, & Pease, 2008); (b) the process of market segmentation such as examination of consumption by way of sex (Trail, Robinson, & Kim, 2008), gender (Wann & Waddill, 2003), single game attendees and season ticket holders (Funk, Ridinger, & Moorman, 2003); and (c) influence on intended future consumption behavior (e.g., Andrew, Kim, O'Neal, Greenwell, & James, 2009; By on et al., 2011; Byon et al. 2010). To date, most research in this area has neglected the disability sport context. The purpose of this study is to utilize the only existing disability sport scale, the Motivation Scale for Disability Sport Consumption (MSDSC; Cottingham et al., 2012), to identify the motives salient in predicting intended future consumption behaviors, specifically repatronage intentions, future media consumption, and future merchandise purchases. Data were collected form 470 spectators at the Collegiate Wheelchair Basketball Championships held in Arlington Texas. Three multiple regression analyses were conducted, to determine the significance of each of the factors identified in the MSDSC in predicting the outcome variables of repatronage intentions, intended merchandise consumption, and intended media consumption. Results indicated that four motives were significant predictors of all three outcome variables, specifically, acquisition of knowledge, escape, physical skill and social interaction. This research will directly benefit practitioners, such as disability sport organizations, who are interested in expanding their marketing base yet lack the resources for formal marketing departments (IPC, 2010).
Miles Thompson, head coach of the University of Alabama wheelchair basketball team, stated that 'the biggest reason we don't have enough [collegiate wheelchair basketball] teams are budgetary constraints' (personal communication, [...]