Testing Models of Motives and Points of Attachment among Spectators in College Football

As the spectator sport market has become large and competition for consumers has increased, the need for understanding spectators’ motives and points of attachment has become important for developing effective marketing strategies. The purpose of the study was to examine four different models that explain the relationships among motives and points of attachment and determine a model that explains the most variance in the referent variables. A total of 501 college students responded to the Motivation Scale for Sport Consumption (MSSC) and the Points of Attachment Index (PAI). The results showed that motives can be divided into fan motives and spectator motives, and these motives were related to different sets of points of attachment: organizational identification and sport identification.