The ımpact of the extreme sports consumptıon motıves on the percıved value, percıved satısfactıon and behavıoral ıntentıons of the extreme sport partıcıpants ın Turkey

The emergence of the extreme sports stands for one of the most significant examples of development in the global sports industry. Being aware of the characteristics of the consumers in the extreme sports industry and creating up new marketing policies by taking those characteristics into consideration are the two primary factors that will contribute to the development of this industry. In addition to this, by putting forward the motives in order to provide more participation in the extreme sports and identifying different behaviors of the extreme sports consumers, the lines belonging to the segment of its marketing in the global sports industry will become visible.This thesis comprises of five parts. In the first one, the concept of extreme sports, its development and its types have been pointed out. In the second part, the motivational behavior in the participation in extreme sports, such factors as social, demographic, the ones seeking enthusiasm and adventure and also factors like values, ways of life and consumption of the extreme sports doers have been discussed. The third part is about the value, satisfaction and behavioral intentions an extreme sport doer perceives. The fourth part explains the process during which the scale related to the factors motivating the extreme sports is developed. The last part of this thesis covers a research over the Turkish extreme sports practitioners. This research is mainly focused on determining the sports consumption behaviors of the extreme sportsmen. The sample of this research has been taken to coverage under the research conducted over the people doing sports in the extreme sports facilities defined by the researcher in the provinces and districts like Ankara, İstanbul, Kocaeli, İzmir, Adana, Samsun, Eskişehir / İnönü, Muğla / Marmaris-Fethiye-Bodrum, Antalya / Alanya-Kemer, İzmir / Alaçatı-Çeşme, Sakarya / Adapazarı. A scale has been used to explain the attitudinal and behavioral differences among the Turkish extreme sportsmen within this study. The scale consists of three parts. So as to analyze the data, packet software like N-VIVO, SPSS 18.0 and LISREL 8.80 has been made use of. In the descriptive statistics the frequency, percentage, average and standard deviation have been calculated. Moreover, Cronbach?s Alpha Formula, Explanatory Factor Analysis, Correlation Analysis and Confirmatory Factor Analysis have been used to provide the effectiveness and security of the scale. In the process of finding out the dimensions about the extreme sports consumption, Explanatory Factor Analysis has been taken up and T-Test and ANOVA Analysis have been used as tools for identifying the differences in samples belonging to these dimensions, as well. Besides these, throughout the formation of the model for the extreme sports consumption, Confirmatory Factor Analysis for testing the measurement model and Path Analysis for testing the model formed have been utilized.The findings at hand have shown that the model tested to be able to explain the behavior of the extreme sports consumption conforms to the description of causality. The behavior of the extreme sports consumption has been able to be clarified within the model along with latent variables and also with variables like values, enthusiasm and adventure seeking, socialization, physical fitness, stress-reduction, perceived value, perceived satisfaction and behavioral intentions. The results taken from this research provide the sports marketers with important inferences from the way they need to interpret the characteristics of the consumers that make up the segment of the extreme sports marketing in the sports industry.