ABSTRACT
The purpose of this study was to explore gender differences in fan motivation among spectators attending a Ladies Professional Golf Association (LPGA) event. The results of this investigation indicated that significant differences exist between men and women concerning the motivations underlying their fanship relating to women’s golf. Using the dimensions of fan motivation scale (FANDIM) (Howard and Madrigal, 1996), these data provided support for the seven hypothesized social psychological motivations underlying fan motivation for both men and women spectators attending an LPGA tour event. Significant differences were observed in terms of; (a) the way items loaded on factors, (b) the correlations among factors, and (c) the latent variable means. These results suggest that while the FANDIM scale provides a valid and reliable measure of fan motivation for both men and women, subtle yet significant gender differences remain. For example, dimensions measuring, (a) the nostalgia associated with the event and women’s golf, (b) the thrill of competition, (c) the physical beauty associated with the sport, and (d) the technical dimensions of the sport, where all significantly higher among men than women. Also, with respect to the correlations among FANDIM dimensions, differences were observed between men and women. In general, the correlations were higher for women than for men. Continued testing of the FANDIM scale across varied contexts (e.g., men’s sport) may reveal the opposite and at least provide the basis for further refinement of the scale. We contend that information related to motivations underlying fan motivation can be used to assist tournament directors with their marketing strategy.
