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Publication
Motivações dos espetadores de desporto online
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| 810.63 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo pretende aferir os motivos dos consumidores de desporto para assistir a espetáculos desportivos online em Portugal, e se existe uma variação das motivações consoante variáveis sociodemográficas. Foram recolhidas 157 respostas, das quais 75 consumiam desporto online, e, através de uma análise fatorial, identificámos que o sentimento de pertença à equipa; socialização; escape; drama; apreciar as habilidades técnicas dos jogadores; comunidade; interesse nos jogadores; e entretenimento, são os motivos mais importantes para os espetadores de espetáculos desportivos online. Verificando-se, ainda, através de uma análise sociodemográfica, que existe uma pequena variabilidade nas motivações consoante o género; as habilitações literárias e o rendimento do agregado familiar.
This research is aimed at consumers motivations to watch sports games online in Portugal, and if there is a variation of the motivation depending on sociodemographic variables. 157 responses were collected, from which 75 consumed online sports, and, through a factorial analysis, we identified that the sense of belonging to the team; socialization; escape; appreciation of the players’ technical skills; community; interest in the players; and entertainment, are the most important reasons for spectators of online sports. It is also verified, through a sociodemographic analysis, that there is a little variability in motivations according to gender; educational level and household income.
This research is aimed at consumers motivations to watch sports games online in Portugal, and if there is a variation of the motivation depending on sociodemographic variables. 157 responses were collected, from which 75 consumed online sports, and, through a factorial analysis, we identified that the sense of belonging to the team; socialization; escape; appreciation of the players’ technical skills; community; interest in the players; and entertainment, are the most important reasons for spectators of online sports. It is also verified, through a sociodemographic analysis, that there is a little variability in motivations according to gender; educational level and household income.
Description
Keywords
Espetadores Motivos Streaming Marketing Desportivo