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SPORT FAN IDENTIFICATION and PERCEIVED QUALITY of LIFE: a CASE of DIVISION I-A COLLEGIATE BASKETBALL FANS by KRISTIN WATKINS

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SPORT FAN IDENTIFICATION and PERCEIVED QUALITY of LIFE: a CASE of DIVISION I-A COLLEGIATE BASKETBALL FANS by KRISTIN WATKINS SPORT FAN IDENTIFICATION AND PERCEIVED QUALITY OF LIFE: A CASE OF DIVISION I-A COLLEGIATE BASKETBALL FANS By KRISTIN WATKINS A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE UNIVERSITY OF FLORIDA 2012 1 2012 Kristin Watkins 2 To all who believed in me and helped me throughout this process. Thanks for the support and encouragement that has brought me to this achievement. A special thanks to the University Athletic Association for allowing me to conduct the study before one of their events. 3 ACKNOWLEDGEMENTS I want to thank the chair and members of my committee for mentoring me, the participants of this study for their willingness to participate and their open and honest responses, and the University Athletic Association for their support. I thank my friends for their constant support and assistance in collecting the survey responses and my parents for the loving encouragement that motivated me to complete my study. 4 TABLE OF CONTENTS page ACKNOWLEDGEMENTS.......................................................................................................... 4 LIST OF TABLES..................................................................................................................…...7 ABSTRACT.................................................................................................................................. 9 CHAPTER 1 INTRODUCTION............................................................................................................. 10 Quality of Life, Fan Identification and Theoretical Frameworks...................................... 13 Problem Statement.............................................................................................................18 Purpose of the Study.......................................................................................................... 18 Research Question............................................................................................................. 19 2 REVIEW OF LITERATURE.............................................................................................20 Fan Identification...............................................................................................................21 Points of Attachment and Motives.....................................................................................22 Fan Identification and Wellbeing.......................................................................................27 Quality of Life....................................................................................................................31 Research Questions............................................................................................................37 3 METHOD, PROCEDURES AND DATA ANALYSIS......................................................38 Description of Population.................................................................................................. 38 Description of Instrument.................................................................................................. 38 Points of Attachment Index (PAI)..........................................................................39 Comprehensive Quality of Life Scale (ComQol).................................................. 40 Procedures..........................................................................................................................41 Data Analysis..................................................................................................................... 42 Data Preparation.....................................................................................................42 Reliability...............................................................................................................42 Descriptive Statistics..............................................................................................43 Regression Analysis...............................................................................................43 4 RESULTS...........................................................................................................................45 Demographics of Sample...................................................................................................45 Points of Attachment..........................................................................................................46 Wellbeing........................................................................................................................... 46 Hierarchical Regression Analysis...................................................................................... 47 Overall Satisfaction................................................................................................47 5 Material Wellbeing.................................................................................................48 Health.....................................................................................................................48 Productivity............................................................................................................49 Intimacy................................................................................................................. 49 Safety..................................................................................................................... 50 Place in Society......................................................................................................50 Emotional Wellbeing..............................................................................................50 Regression Analysis of Importance of Quality of Life Components.................................51 5 DISCUSSION AND CONCLUSIONS............................................................................. 75 Marketing Implications......................................................................................................83 Limitations of the Findings and Future Research..............................................................84 Conclusion......................................................................................................................... 85 APPENDIX A INFORMED CONSENT................................................................................................... 87 B QUESTIONNAIRE........................................................................................................... 88 LIST OF REFERENCES...............................................................................................................91 BIOGRAPHICAL SKETCH......................................................................................................... 98 6 LIST OF TABLES Table Page 3-1 Reliability of each set of questions for points of attachment.............................................44 4-1 Frequency and percent of demographics among respondents...........................................52 4-2 Number of games attended................................................................................................ 53 4-3 Mean and standard deviation of each points of attachment question................................54 4-4 New variable means and standard deviations.................................................................... 55 4-5 Importance of quality of life components with means and standard deviations................56 4-6 Satisfaction of quality of life components with means and standard deviations...............57 4-7 Mean’s, standard deviations and intercorrelations for overall satisfaction and points of attachment variables with games attended in 2010-11...................................................... 58 4-8 Regression analysis summary for points of attachment variables predicting mean satisfaction......................................................................................................................... 59 4-9 Means, standard deviations and intercorrelations for satisfaction of material wellbeing and points of attachment variables with games attended in 2010-11................................60 4-10 Regression analysis summary for points of attachment variables predicting material wellbeing satisfaction.........................................................................................................61 4-11 Means, standard deviations and intercorrelations for satisfaction of health and points of attachment variables with games attended in 2010-11...................................................... 62 4-12 Regression analysis summary for points of attachment variables predicting health satisfaction......................................................................................................................... 63 4-13 Means, standard deviations and intercorrelations for satisfaction of productivity and points of attachment variables with games attended in 2010-11.......................................64 4-14 Regression analysis summary for points of attachment variables predicting productivity satisfaction......................................................................................................................... 65 4-15 Means, standard deviations and intercorrelations for satisfaction of intimacy and points of attachment variables with games attended in 2010-11...................................................... 66 4-16 Regression analysis summary for points of attachment
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