Document Type


Publication Date


Subject: LCSH

Consumption (Economics), College sports, College sports for women, Consumers--Attitudes


Sports Management


While previous research has established a clear connection between attitudes and consumption intention for men’s spectator sports (Dwyer, 2013; Lim, Martin, & Kwak, 2010; Mahony & Howard, 1998; Mahony & Moorman, 1999; Mahony & Moorman, 2000), the attitude-consumption intention relationship has not been studied in the women’s collegiate sports context. The purpose of the current study was to investigate consumer’s attitudes towards women’s collegiate basketball, examine the impact of the components of attitude on consumers’ future consumption intentions, and assess the differences in attitude and consumption intention based on gender and past consumption behavior. Findings supported the Two-Component Model of attitude including cognitive and affective measures. Furthermore, both components of attitude predicted consumption intention. Findings also indicated significant differences between males and females as well as fans who attended at least one women’s basketball game compared to those who attended zero games, on consumption intention and attitude toward women’s sports.


Copyright 2017 Journal of Sport Behavior. Posted with permission. Copyright of Journal of Sport Behavior is the property of University of South Alabama and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. Copyright applies to all abstracts.

Publisher Citation

Mumcu, C., & Greenhalgh, G. P. (2017). Evaluation of Attitudes toward Women’s Collegiate Athletics. Journal of Sport Behavior, 40(3), 309-330.