A model of the relationship among sport consumer motives, spectator commitment, and behavioral intentions

The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different psychological states, comparable to those found to characterize different forms of commitment. The multidimensional perspective appears to yield more detailed and relevant information regarding a consumer's commitment in predicting specific behaviors. In past decades, a variety of researchers in organizational psychology and organizational behavior have investigated the relationship between motivation and commitment in order to better understand the two processes and their impact on behavior. However, there have been few attempts to integrate the two domains in order to demonstrate how motives and commitment combine to influence sport consumer behavior. Accordingly, a model of commitment and its relationship to sport consumer motives (i.e., antecedent) and behavioral intentions (i.e., consequence) is proposed.

► The link between hedonic motives and affective commitment is defined as an emotional relationship. ► The link between psychological connection motives and continuance commitment is defined as a self-interest relationship. ► The link between the motives of social influence and normative commitment is defined as a social influence relationship. ► The key drivers of sport consumer behaviors are affective commitment, continuance commitment, and/or normative commitment.