Abstract
Live spectatorship and mediated sports consumption are two distinct, although intertwined, types of consumption practices. Based on this premise, this study examined the similarities and differences of consumption motivation between mediated sports consumption and live attendance. Utilizing a qualitative approach, specifically semi-structured interviews with 15 heterogeneous sport consumers, we identified 14 key motives that are the underlying benefits for consuming sporting events either through live attendance and/or mediated outlets. Among these 14-consumption motivation, authenticity, history witnessing, and identity cultivation are more prominent with live attendance; multi-games access, multitasking, economic consideration, emotional hedge, convenience, programing & storytelling, sociability, and ownership are more prominent with mediated consumption; fanship, socialization, and entertainment are shared by both. The findings of this study provide significant implications for product development and market segmentation for sports marketers.
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