From Sports Interest to Sports Participation
Data were collected from 325 respondents from Sweden and the United States. Measures were taken of the 3M’s elemental traits, task orientation, competitiveness, sports interest, and sports participation. The results revealed that sports participation was predicted by a measure of sports interest. In turn, sports interest was associated with higher levels of competitiveness, extraversion, emotional stability, and need for body resources. Profiles of sports participants were developed via cluster analysis. Four clusters were identified and labeled: “Jordans,” “Rettons,” “Wannabes,” and “McBeals.” Each cluster was significantly different in its degree of sports participation. The results are discussed in terms of their implications for the marketing of sports.
KeywordsConfirmatory Factor Analysis Sport Participation Emotional Stability Task Orientation Discriminant Function Analysis
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