Document Type : Research Paper

Authors

1 PhD Student of Sport Management, Tehran University

2 M.Sc. of Sport Management, Lecturer in Jiroft ‎University

Abstract

The aim of this study is to investigate the effect of autonomy and control ‎motivation ‎orientations on team ‎loyalty ‎in TV ‎viewers of football competitions. 400 available persons among TV viewers of European club football ‎competitions in 2015-2016 were selected as samples of this study. Motivation of the viewers was measured by ‎Sport Interest Inventory of Funk et al (2002), and SPEED scale of Funk et al (2012), and team loyalty was ‎measured by questionnaire‎ of Neale and Funk (2006). Structural Equation Modeling was used to analysis the ‎data. ‎‏ ‏Results showed‎ that autonomy and control ‎motivation ‎orientations has satisfy different needs of sport ‎media consumers. Also, ‎ results showed that autonomy ‎motivation ‎orientation‎ significantly affected team loyalty ‎‎. But, control ‎motivation ‎orientation no‎ significant ‎effect on team loyalty. Thus, ‎to identify loyal fans, it would be better ‎ considered their motivation orientation‎.‎

Keywords

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