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Abstract
ABSTRACT Spectator motivation has been a topic of much research over the past years, particularly when university athletics face decreased student attendance at university football games. Therefore, this research aims to expand the previous literature and determine gender differences in motivation and future football consumption intentions, particularly in collegiate football games. A total of 466 survey data were collected from undergraduate students and then analyzed using one-way MANOVA and separate regression models. According to the results, a significant motive of escape for male students, and vicarious experience and team identification for female students predicted their future consumption intentions, respectively. Female students do not just seek social needs. Excitement seems to be a key emotional experience to meet student needs. The present research adds to the literature by showing college male and female students may have their unique motivators, which have not been thoroughly discussed in previous studies.
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