Characterizing Consumer Motivation as Individual Difference Factors: Augmenting the Sport Interest Inventory (SII) to Explain Level of Spectator Support

The central focus of this study was to examine how individual difference factors could be used to explain various levels of consumer support for a specific sport property. The present study extends the Sport Interest Inventory (SII) in order to enhance current understanding of consumer motives in relation to sport in general and women's competitive sport in particular. Confirmatory factor analysis confirmed the 54-item Sport Interest Inventory, measuring 14 individual difference factors related to spectator interest in soccer. Multiple linear regression analysis revealed that five motivational characteristics'(a) sport interest, (b) team interest, (c) vicarious achievement, (d) role modeling, and (e) entertainment value—been increasing consistently since the passage of Title IX of the Educational Amendments in 1972 (e.g., Acosta & Carpenter, 1994