Investigation of the Relationship Among Fantasy Football Participation Motivation, Consumer Satisfaction and Behavioral Intentions

Abstract

While consumer motivation is considered as a theoretical approach that explains how individuals choose to engage in various consumption behaviors at certain times, the theory of disapproval provides a common theoretical basis for exploring and explaining consumer satisfaction and consumer responses to consumption. As a matter of fact, it is important for the management to determine how the effect of motivation on consumer satisfaction and the future tendencies of individuals after consumption. In this context, the aim of the study was to reveal the motivation of participating individuals in the fantasy football and to investigate the relationship of motivation between, consumer satisfaction and behavioral intentions. The research was carried out by the survey model and the judgmental sampling method was used for sampling. The study population consisted of 509 active fantasy football participants in Turkey. The data were collected by an on-line survey method based on volunteerism. In order to determine participant characteristics, descriptive statistics and to identify the relationships between variables, correlation and regression analysis were used. The findings showed that there was a positive statistically significant relationship between fantasy football participation motivation (FFPM) sub-dimensions and consumer satisfaction and behavioral intention variables. As a result of the regression analysis, FFPM (subscales of entertainment, social interaction and gambling) could be predicted behavioral intent @ 36% (F = 92,453, p <0.01). On the other hand, behavioral intention could be explained by consumer satisfaction at @% 54 (F = 591,325, p <0,01). When both variables were included in the analysis, FFPM entertainment sub-dimension (β = 0.228) and consumer satisfaction (β = 0.604) could be clarified behavioral intentions by 57% (F (2, 506) = 340.236; p <0.01). In conclusion, it can be stated that FFPM and consumer satisfaction are important determinants of behavioral intentions separately and together.