Social interaction motive as a predictor of consumer - and personal outcomes: Perspective on the Soweto Derby in the South African Premier Soccer League (PSL)

Abstract

The motive for social interaction has long been established as one of the most prominent drivers of sport consumption among fans. Various scholars have confirmed that the need to engage socially with others is a key influencer in the decision to participate in the various activities associated with sport consumption. This being said, no studies have investigated the role that such a motive plays in the attainment of favourable consumer and personal outcomes for sport fans. In this study, the role of motive for social interaction for sport consumption as a predictor of stadium match attendance (consumer outcome) and social well-being (personal outcome) is explored. Participants were 540 football fans who attended the Soweto Derby, one of the most prodigious football matches in professional football in South Africa and a contest between the Kaizer Chiefs and Orlando Pirates football clubs. A quantitative research design was implemented by means of distributing questionnaires. Structural equation modelling was implemented to empirically evaluate postulated paths between the variables. Results revealed that social motive for sport consumption was a predictor of social well-being. Furthermore, social well-being was established as a predictor of attendance as well as mediator between social motive for consumption and match attendance. The authors discuss the scientific relevance of the results and make practical recommendations that can be utilised in South African professional football to better service fans.