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Perceções das fãs femininas de futebol quanto ao consumo de roupas desportivas
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Este estudo explora as perceções das fãs de futebol sobre o consumo de roupas desportivas femininas, e a sua relação com as intenções comportamentais de compra e de participação em eventos de desporto (attendance). Os dados foram recolhidos entre adeptas femininas de dois clubes de futebol profissional – São Paulo Futebol Clube (Brasil) e Sport Lisboa e Benfica (Portugal). Um total de 18 fãs femininas participaram do estudo, com recurso de entre- vistas semiestruturadas, e subsequente análise de conteúdo. Foram identificadas oito dimensões associadas ao consumo de roupas desportivas, designadamente: conforto, qualidade, ajuste, cor, design, estética, imagem corporal e conexão. Os resultados indicam que as dimensões referentes à conexão com a equipa, ajuste, design e estética como as mais valorizadas pelas participantes no consumo de roupa desportiva. Os resultados obtidos também permitem concluir que o consumo ativo de roupa se reflete na intenção de compra do público feminino aos produtos dos clubes, mas apenas parcialmente na sua influência sobre a attendance. De salientar ainda que a dimensão da “conexão com os seus pares” é o principal incentivador de consumo, enquanto a falta de variedade inibe a intenção de compra.
This study explores football fans' perceptions of activewear, and its relationship with behavioral intentions to purchase and participate in the sporting event (attendance). Data were collected among female supporters of two professional football clubs – São Paulo Futebol Clube (Brazil) and Sport Lisboa e Benfica (Portugal). A total of 18 female fans participated in the study, using semi-structured interviews and subsequent content analysis. Eight dimensions associated with the consumption of sportswear were identified, namely: comfort, quality, fit, color, design, aesthetics, body image and connection. The results indicate that the dimensions referring to the connection with the team, fit, design and aesthetics are the most valued by the participants in the consumption of sportswear. The results obtained also allow us to conclude that the active consumption of clothing is reflected in the purchase intention of the female public for the club's products, but only partially in its influence on attendance. It should also be noted that the dimension of “connection with peers” is the main driver of consumption, while the lack of variety inhibits purchase intention.
This study explores football fans' perceptions of activewear, and its relationship with behavioral intentions to purchase and participate in the sporting event (attendance). Data were collected among female supporters of two professional football clubs – São Paulo Futebol Clube (Brazil) and Sport Lisboa e Benfica (Portugal). A total of 18 female fans participated in the study, using semi-structured interviews and subsequent content analysis. Eight dimensions associated with the consumption of sportswear were identified, namely: comfort, quality, fit, color, design, aesthetics, body image and connection. The results indicate that the dimensions referring to the connection with the team, fit, design and aesthetics are the most valued by the participants in the consumption of sportswear. The results obtained also allow us to conclude that the active consumption of clothing is reflected in the purchase intention of the female public for the club's products, but only partially in its influence on attendance. It should also be noted that the dimension of “connection with peers” is the main driver of consumption, while the lack of variety inhibits purchase intention.
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Activewear Attendance Benfica Consumo desportivo Intenção de compra Fãs Futebol Mulher São Paulo Roupas desportivas Activewear Attendance fans Benfica Purchase intent Sao Paulo Soccer Sports consumption Sportswear Woman