| dc.description.abstract | The study of motivation in sport has been carried out in various sectors such as general physical
activities however, research on the basic motives of action sports consumers has not been carried
out, except for conceptual studies on action sports the participants (Bennett, Henson and Zhang,
2003, Bennett & Henson, 2003). It is critical for sports traders to obtain relevant information
from the new stream of customers. The more sport marketers know about their clients, the easier
it is to attract them to their business (Green, 2002).
However, research on sports, consumers in action sports has not been a main focus of sport
management and marketing research to date. Therefore, there is very little information in the
literature about the characteristics of action sports and their consumer behavior.
As the market is competitive within the action sports industry, the lack of empirical research on
sports, consumers translates into widening the gap between the academic world and the practice
of action sports knowledge with respect to the understanding of the consumers.
To fill this gap within the sports and sports studio industry, there is so much need to explore the
motivation of sport consumption. Without understanding the motives of sport sports marketers
customers can not successfully achieve their marketing results.
Thus, an investigation of what motivates sports consumption would be the first step for the future
development of the action sports industry. Accordingly, the research that follows is designed to
examine the motivation of participatory action sports for consumers. Since motivation is a
determining factor when consumers participate in sports sports (McDonald, Miline & Hong,
2002), it is essential for sports traders to identify psychological needs of consumer sport. | |
