Reasons for consumpting the uefa champions league: an analysis in brazil
Abstract
The UEFA Champions League (UCL) has considerable consumption by fans who live in countries outside Europe, especially in Brazil. The present study aimed to analyze the influence of motives for following matches on behavioral intentions in relation to the UEFA Champions League. The study has a quantitative approach and used an online questionnaire composed of ten reasons for sports consumption and a dimension to analyze behavioral intentions. The sample consisted of 138 individuals over 18 years of age who declared that they support a team in the competition. Data were analyzed using multiple linear regression using SPSS Statistics 24.0 softwares. The average age of respondents was 24.09 years (±5.98), most men (89.1%), single (83.6%), who watch at least two weekly UCL games (44.2 %), via the internet (51.4%) and who do not usually buy licensed UCL products (87.7%). The model was responsible for explaining 64.1% of the variance of behavioral intentions, through motives. It was found that the dimensions Vicarious Achievement (β=0.29), Interest in Players (β=0.13) Interest in Football (β=0.21), Interest in the Team (β=0.33) and Social Interaction (β=0.18) are reasons that influenced UCL-related behavioral intentions. Interest in the sport and its athletes, the feelings caused by their team's victory and social interaction are highly valued by Brazilian fans who consume UCL and influence behavioral intentions.
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