Espectadores de arenas de vôlei: Verificando as diferenças na busca de benefícios a partir de variáveis demográficas e de consumo.

Abstract

This paper aims to identify and measure the motivational factors which lead consumers to attend volleyball arenas, in a way that these benefits were grouped in categories with common characteristics. Besides, it was aimed to draw a profile of the public. For this, a SPEED quiz was applied to 52 Praia Clube Team fans during the 2015/2016 Volleyball Female Superleague. The data was analyzed by average total scores, factor analysis and T Test. It was concluded the domains checked by SPEED (Performance, Excitement, Esteem and Diversion) were configured as motivational factors for the attendance at volleyball arenas, since they present average higher than 4. For the "socialization" benefit, the respondents disagree as being a benefit chased by them by attending at volleyball arenas, since the average was considerably under 4. It was also verified, through the comparison of means between groups, that the "diversion" benefit appears as the main motivational factor for groups of spectators with single marital status, and non-single people tend to disagree with the benefit "diversion" as a motivating factor in attending the arenas. However, a statistical difference was not observed between the other groups of variables studied. Thus, the data suggests the consumers are motivated by many factors, in which the "performance" of the team, which is one of the main focuses of the championship, and the fact that consumers "esteem" the team, must meet the consumer desires that are motivated by the experiences these might provide