The relationship beetwen the motivation for sport onli̇ne consumption and points of attachment of the professi̇onal football team fans

Information technologies play an active role in every aspect of our life. Internet is one of the most prominent product of information technologies and it has become a huge platform that connects people to each other. Besides the effect of sport and sport teams on individual's social life reveals the necessity of examining the relationship between the two structures. The purpose of this study was to determine the relationship between the motivation for sport online consumption and points of attachment of the professional football team fans. Fans of professional football teams in Turkey constitute the population of this study. A total of 226 football fans (50 females, 176 males) participated in the study selected by convenience sampling method. A questionnaire consisting of the Points of Attachment Index, Motivation Scale for Sport Online Consumption and personal information form was used in this study. Data was analyzed with the Statistical Package for the Social Sciences (SPSS) 23.0 software program. Besides descriptive analyses, t-test, one-way ANOVA and correlation analyses were carried out. According to research results, it has been determined that the "team" has the highest mean among the attachment factors. There were statistically significant differences determined in the points of attachment according to the variables such as gender, age, frequency of web usage. Besides "team support" had the highest mean among the motives of online sport consumption and statistically significant differences determined in the motives according to the gender, education status, marital status and frequency of web usage. Lastly, it was determined that there was a negative low level relationship between points of attachment and motives of online sport consumption of the fans that participated in our study. Keywords: Sport Marketing; Sport Consumption; Online Consumption; Points of Attachment; Football; Fans