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Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach

ABSTRACT Research question: The purpose of the study was to identify consumption traits that might influence millennial sport fan behavior. Research methods: We accomplished this objective by using mixed methods (i.e. review of literature, focus group (N = 18), and survey (N = 300)). We analyzed the millennial sport fan consumption traits by calculating descriptive statistics and conducting ANOVA to compare their traits with Baby Boomers and Generation X. Results and findings: The literature review revealed the five traits of millennial fan consumption: (a) technology-driven, (b) community-driven, (c) peer pressure (FoMO), (d) emotional consumption, and (e) fan engagement. These prominent traits also emerged from focus group interviews and the survey. Generational differences among sport fans were also found. Implications: With regard to theoretical and practical implications we identified traits that influenced millennial consumption behaviors. The results of the current study suggest that segmentation research is an effective and efficient way to reach target consumer groups, an approach that can benefit sport organizations. Differences among the three generations indicate the necessity of developing specific marketing strategies to target millennial fans, for which practitioners should apply five millennial consumption traits when deploying marketing strategies.