A hierarchical approach for predicting sport consumption behavior: A personality and needs perspective

Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas, John Otto Spengler

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


The present study was conducted to explore the influence of personality and needs of sport consumers on their sport consumption behavior. The proposed hierarchical model of sport consumption hypothesizes that individuals' personality, need traits, and involvement interact through hierarchical stages and ultimately influence sport participation and spectatorship. The results of the structural model test using 471 sport consumers indicate that conscientiousness, openness, and extraversion were positively related to achievement need, whereas extraversion and neuroticism were significantly related to affiliation need. Conscientiousness was found to be positively related to arousal need. Needs for arousal and affiliation were significantly related to sport spectatorship involvement, whereas need for affiliation was related to sport participation involvement. Interestingly, sport spectating and participation are significantly related to each other in both involvement and behavioral intention levels. The results can offer valuable insights in understanding sport consumption behavior and developing effective segmentation strategies.

Original languageEnglish (US)
Pages (from-to)213-228
Number of pages16
JournalJournal of Sport Management
Issue number3
StatePublished - May 1 2017


  • Hedonic consumption
  • Involvement
  • Needs
  • Participants
  • Personality
  • Spectators


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