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[email protected], http://www.ttem-bih.org http://www.ttem.ba Published by DRUNPP, Sarajevo Volume 7 Number 1, 2012 ISSN 1840-1503 Impact Factor 0.256 (ISI Journal Citation Reports 2010)

Table of Contents

EBSCO Publishing (EP) USAhttp://www.epnet.com

Science Citation Index Expandedhttp://www.isiwebofknowledge.com

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Using principal components analysis and clustering analysis to assessthe similarity between conveyor belts ...........................................................4Milos Grujic, Miriam Andrejiová, Daniela Marasová, Anna Pavlisková, Vladimír Taraba, Peter Grendel

Project risk management in process of construction of hydrotechnical supply tunnel ...................................................................................................11Tamara Gvozdenovic, Slavko Arsovski, Dragan Rajkovic, Zoran Milojevic, Predrag Pravdic

On the fire resistance of building elements protected by intumescent paints ............................................................................................................... 18Esad Hadziselimovic, Kenan Suruliz, Suada Sulejmanovic

Determinants of Wiki Diffusion in the Greek Education System ......... 21Stavros Cotsakis, Vassili Loumos, Eleftherios Kayafas

Transition process and foreign direct investment flows in Serbia ......... 28Zorka Grandov, Maja Djokic, Verica Jovanovic

Motives and identification of different types of fans with a team in Serbian soccer ................................................................................................ 39Nebojsa Maksimovic, Radenko Matic, Zoran Milosevic, Damjan Jaksic, Megan Shreffler, Stephen Ross

Determination of graphic design qualitative criteria .............................. 49Mario Tomisa, Nikola Mrvac, Marin Milkovic

Model and Algorithm for Minimization Project Compression Cost under Fuzzy Environments.......................................................................... 57Xun Liu, Zhuofu Wang, Honglian Yin

Valuation of investment in processing plant for waste from ceramic brick and tile industry ................................................................................. 67Vladislav Zekic, Jonjaua Ranogajec, Miroslava Radeka, Nedeljko Tica, Zoran Backalic, Dragan Milic

In The Development of Cyber culture: Internet Journalism and Attitudes of Adults by Education Level ..................................................... 74Tuncay Sevindik

The Influence of the Primary Color Stimuli Selection on the NeonColor Spreading ............................................................................................. 81Damir Vusic, Marin Milkovic, Nikola Mrvac

The CCI effect on system performance in Kappa-Mu fadingchannels .......................................................................................................... 88Mihajlo Stefanovic, Sinisa Minic, Sasa Nikolic, Stefan R. Panic, Milos Peric, Dragan Radenkovic, Milan Gligorijevic

Administrator

Highlight

Table of Contents Intellectual property - Legal monopoly or subjects of free competition .......................................................................... 93 Ilija Zindovic, Dragan Vujisic, Sinisa Varga

Pluralistic approach to research methods: A necessary step towards interdisciplinary courses .................................. 100 M. Abolghasemi, M. Ghahramani, A. Abbasian

A Model for Student Knowledge Diagnosis through Game Learning Environment ................................................ 103 Kristijan Kuk, Petar Spalevic, Sinisa Ilic, Marko Caric, Zoran Trajcevski Development of distance learning, independent learning and modern education technology ..........................111 Erika Eleven, Dijana Karuovic, Biljana Radulovic, Snezana Jokic, Marjana Pardanjac

Measuring Project and Quality aspects in Agile Software Development ............................................................. 122 Deepti Mishra, Eda Balcioglu, Alok Mishra

The boards of directors in function of improvement of the competitiveness of the Serbian companies ..................... 128 Milica Radovic, Snezana Radukic Information-communication and documentation flow within R&D function model ................................................... 137 Dejan Ninkovic, Aleksandar Sedmak, Snezana Kirin, Ivan Rakonjac, Mirjana Misita Tax policy of south-east Europe and the European Union as a function of economic development ................................ 147 Boris Siljkovic, Borislav Radevic, Bojan Jokic

Customer Relationship Management in Banking in the Context of Business Intelligence ...................................... 154 Vesna Aleksic Maric, Dragana Basic

Contribution to Intelligent System for Automatic Management of Business Rules Development ..................... 163 Rade Stankic, Vladimir Milicevic, Marko Popovic, Zoran Savic

Multicriteria analysis, investment process and optimization in the process of installation rubber panels at level crossings ........................................................... 169 Predrag Atanaskovic, Ljiljana Milic Markovic, Zvonko Sajfert, Svetlana Nikolicic, Dragan Djordjevic, Vladimir Stojanovic Significance of Economic Value Added in Shareholder Value Creation Process ............................................................ 180 Vladimir Zakic, Vunjak Nenad, Carisa Besic, Jelena Simic Customer satisfaction focused business strategy: An exploratory study in Serbian economy ................................. 186 Dragan Cockalo, Nenad Vunjak, Dejan Djordjevic, Carisa Besic, Vesna Spasojevic Brkic Strategic Planning in Banking ................................................ 196 Nenad Vunjak, Vera Zelenovic, Jelena Birovljev, Ivan Milenkovic

The effective factors in amount of education, teacher’s record, and students’ knowledge in the evaluation of mathematics ...................................................... 204 F. Hosseinzadeh Lotfi, A. Shahvarani , F. Moradi

Globalization of economic and financial flows in national economies .............................................................. 212 Alen Cengic

Determination of the organization systems quality level ... 219 Nedeljko Zivkovic, Danka Knezevic, Maja Krsmanovic, Ilija Djekic

Life cycle cost elements of the architectural projects ......... 227 Milos Gasic, Milica Pejanovic, Tatjana Jurenic

Technological innovations in the long-wave cycle theories.............................................................................. 237 Slobodan Cvetanovic, Igor Mladenovic, Danijela Despotovic The technological tools use in education: Turkish electric teacher’s candidates’ ideas ........................................ 245 Yelda Karatepe, Secil Varbak,Mehmet Yumurtacı Tax payers continued use of an e-filing system: A proposed model ..................................................................... 249 T. Santhanamery, T. Ramayah Multiple special event timetabling using goal programming ............................................................................ 259 Dragana Makajic-Nikolic, Milica Kostic - Stankovic, Milica Slijepcevic

KM concept - basis of CRM concept and competitiveness of western Balkan ........................................ 269 Dejan Stojkovic, Dejan Djordjevic Sequential algorithm and fuzzy logic to optimum control the ore gridding aggregates ....................................... 279 Carol Zoller, Predrag Dasic, Remus Dobra, Radoje Pantovic, Zvonko Damnjanovic Credit rating evaluation in the example of construction industry ............................................................... 285 Jasmina Cetkovic,Snezana Rutesic, Tomas Hanak, Milos Knezevic, Boban Melovic Evaluation of the Solvency of the Companies Which Represent Serbian Market by the Use of BEX Model ............................................................................ 294 Janko Cvijanovic, Sasa Muminovic, Vladan Pavlovic, Zvonko Sajfert, Jelena Lazic

Algorithm approach of the implementation of investment building project with the analysis of optimal choice of construction assignment .......................... 305 Veis Serifi, Predrag Dasic, Srecko Curcic, Zoran Stojkovic Endurance testing of web servers by simulation of DoS and DDoS attacks and stress testing on the example of Famtic.com ............................................................ 309 Radoje Cvejic, Vuk Pavlovic, Gordana Djokic Dynamics of prices in spot electricity markets: A microeconomic analysis ....................................................... 317 Amira Ademovic, Kasim Tatic Designing of a Diffusion Bonding Device by using Solidworks 3-D Design Software ............................................ 328 Yılmaz Gur

Application of fuzzy AHP method for choosing a technology within service company ....................................... 332 Jasna Petkovic, Zoran Sevarac, Maja Levi Jaksic, Sanja Marinkovic

Table of Contents Table of Contents Information systems for supply chain management in automotive industry ............................................................ 342 Zora Arsovski, Dragana Rejman Petrović, Slavko Arsovski, Aleksandar Pavlović Managing of departments and classes through e-learning in the state of emergency ...................................... 354 Snezana Babic-Kekez, Slobodan Popov

The predictors of business participation of managers in sport ........................................................................................ 361 Nebojsa Maksimovic, Zoran Milosevic, Radenko Matic, Damjan Jaksic

Low-cost airlines traffic evolution in South-East Europe ........................................................................................ 369 Andrija Vidović, Tomislav Mihetec, Sanja Steiner

Parameter determination of soil oscillation law in limestone ................................................................................ 376 Suzana Lutovac, Slobodan Trajkovic, Orsolja Katona, Ljubinko Savic, Branko Lekovic Factors affecting cooperation in social dilemmas: Experimental evidence from one-shot prisoner’s dilemma ................................................................... 384 Marija Kuzmanovic, Milena Djurovic, Milan Martic

Agrochemicals - factors restricting the quality of water .... 395 Drago Cvijanovic, Svetlana Roljevic, Natasa Kljajic

Creative cultural tourism as a function of competitiveness of cities ........................................................... 404 Aleksandra Djukic, Milena Vukmirovic

Measurement of crack displacement on residential structure due to blast- induced vibrations and daily changes of temperature and relative humidity .....................411 Milanka Negovanovic, Lazar Kricak, Ivan Jankovic, Dario Zekovic, Snezana Ignjatovic

Analyisis of technical innovation high school students....... 417 Goran Petkovic

„Information Systems and Environmental Sustainability: The major challenges“ .................................. 423 Zlatko Lagumdzija, Elvedin Grabovica, Amila Pilav-Velic

Geometric transformations of urban water contexts Key study: Four sequences of the urban water context in Sarajevo ................................................................................. 431 Jasenka Cakaric

Strategic Management and Crisis PR relationship ............ 446 Nenad Peric, Milica Vasiljevic Blagojevic

Instructions for the authors .................................................... 452

39

technics technologies education management

Volume 7 / Number 1 / 2012

Abstract

Low attendance rates at the national level soc-cer games in Serbia has resulted in unenviable market place positions of the soccer clubs. The current research analyzes the differences among types of different fans among the top soccer clubs in Serbia across the motivations for consumption in sport and a team identification. A sample of re-spondents (N=365) were divided by their commit-ment and loyalty to the club into three subsamples: temporary, loyal and committed fans. The results indicated that the level of motivation and identifi-cation increases with the level of fan commitment and loyalty to the club. There were significant dif-ferences for committed fans in regards to indivi-dual motives and team identification as compared to temporary and loyal fans, with loyal fans sho-wing higher levels than temporary fans. Implica-tions based on these established distinctions sug-gest to sports marketers the necessity for making adjustments in marketing strategies based on each type of fan or target consumer group.

Key words: sports consumer behavior, specta-tor motives, football.

Introduction

Sport in Serbia has an important place within the social sphere of a large number of citizens, and their knowledge of current sport events is very high. A significant reason for this overall knowledge of sport is the great success and quality performance of the Serbian national teams in a variety of team sports (e.g., basketball, volleyball, water polo, handball, soccer). Additionally many Serbian indi-vidual sport athletes in such sports as tennis and ka-rate have reached levels to be considered among the

world’s most elite. Therefore, during national team competitions with other countries, attendance in the stadiums and sport halls are at capacity. By contrast, the matches involving domestic teams within Ser-bian national leagues suffer from much lower levels of attendance. Supporters mainly, in great numbers, attend only the “more significant” matches, while attendance at the less important matches amount to only a few hundred spectators. Recently, however, even for the matches deemed important and signifi-cant, the stadiums are not completely being filled with spectators.

Soccer in Serbia has the greatest number of fa-cilities, clubs, leagues and athletes, as compared to other sports. However, Serbian spectators as con-sumers of soccer, spend small amounts of money on trips to stadiums, attending sporting events, and overall consumption of sporting goods and servic-es. There are many reasons for these low levels of consumption including the constant departure of young talented players to major European clubs, small budgets and lack of major sponsors, small in-vestments in infrastructure, staffing problems, inad-equate marketing and promotion, and poor results in European competitions. Additionally, frequent incidents that suggest the increased the risk of be-ing at the stadium, along with security factors, dis-suade the public from attending live events. These issues lead many consumers to watch competitions on television at home, rather than coming to the sta-dium to watch the event live.

All these factors contribute to the fact that Ser-bian stadiums are only filled with the most attached fans, while the overall number of loyal and casual fans have decreased. An important factor to con-sider in the establishment of increased attendance for Serbian soccer clubs is the extensive research on motivations for attendance for sport consumers.

Motives and identification of different types of fans with a team in Serbian soccerNebojsa Maksimovic1ABCDE, Radenko Matic1ABCDE, Zoran Milosevic1ABE, Damjan Jaksic1BC, Megan Shreffler2D, Stephen Ross2D

1 Faculty of Sport and Physical Education, University of Novi Sad, Serbia,2 School of Kinesiology, University of Minnesota, United States of America. Authors’ Contribution A-Study Design, B-Data Collection, C-Statistical Analysis, D-Manuscript Preparation, E-Funds Collection

40 Volume 7 / Number 1 / 2012


Motivations for Attendance

The motives that induce sport consumption through game attendance or media outlets have been tested in a variety of different sports and a variety of different populations (Sloan, 1989; Trail, Anderson, & Fink, 2000; Trail & James, 2001; Funk & James, 2001; Mahony, Nakazawa, Funk, James, & Glad-den, 2002; Funk, Mahony, & Ridinger, 2002; James & Ross, 2002; 2004). Due to the importance placed on fan consumption, sport managers must under-stand the motives of their individual customers and market towards those specific motives in order to increase consumption habits and overall sales. Sport managers can identify and market to the mo-tives of consumers based on the goals of their be-haviors (Heckhausen, 1989), and in order to grasp the significance of motives for sport consumption, avariety of measurement tools have been created. For instance, Wann (1995) developed the Sports Fan Motivation Scale (SFMS), consisting of eight motives, while Milne & McDonald (1999) suggest-ed 12 factors in Motivations of the Sport Consumer (MSC) scale. More recently, Trail & James (2001) created the Motivation Scale for Sport Consump-tion, with nine motivational constructs. Instruments examining motivational factors in countries outside of North America have also been created to address cultural differences in sport consumers (Matsuoka & Hujimoto, 2003; Won & Kitamura, 2007). Kim & Chalip (2004) emphasized the fact that although many different instruments have been utilized to measure motives, research consistently finds that the motives of fans are multidimensional, and con-sumption habits are significantly predicted by these motives.

Indeed, research on sport consumer motiva-tions has improved the understanding of what drives individuals to consume sport, and has pro-vided greatly improved methods for attracting spectators for marketers (Trail, Robinson, Dick, & Gillentine, 2003; Trail, Fink, & Anderson, 2003; Trail, Anderson, & Fink, 2005, Robinson & Trail, 2005; Won i Kitamura, 2006; Gi-Young & Hardin, 2008, Fink & Parker, 2009; Damon, Seungmo, O’Neal, Greenwell, & James, 2009). Enjoying the drama that a sport possesses or the physical per-formance of athletes may be potential reasons for visiting stadiums (James & Ross, 2004). Motives

such as entertainment, escapism and eustress lead to increased consumption and identification lev-els with the team, and ultimately higher levels of spending in the sport (Wann, 1995).

The phenomenon of “group behavior” with re-spect to sports fans is of particular importance in the study of consumer behavior. This can be attrib-uted to the fact that viewers, or certain types of fans, can be considered to be part of consumer reference groups (Murreil & Dietz, 1992). Recognizing the differences in motivations among various groups of consumers, some authors have dealt with the com-parison of motivational profiles and the differences between supporters of different sports (McDon-ald, Milne & Hong, 2002, Trail et al., 2003; Wann, Grieve, Zapalac, & Pease, 2008). Accordingly, sport marketers often ask what do certain types of fans expect from attending sport events, what moti-vates fans to spend their time and money on a these events, and how does an individuals attachment to a team influence behavior?

Team Identification

In order to fully understand how and why indi-viduals identify with sport teams or organizations, it necessary to grasp the concepts of the notable theories behind team identification: identification theory (Funk, Ridinger, & Mooreman, 2003; Ma-honey, 1995) and social identity theory (Madrigal, 1995; Trail, Anderson, & Fink, 2005). These theo-ries have provided a significant theoretical back-ground for many of the instruments used to mea-sure team identification, such as Trail and James (2001) Team Identification Index (TII), which is utilized within this study. Mahony (1995) defined team identification as “the degree to which a fan defines him/herself by the same attribute that de-fines the sport team” (p. 12). Additionally, the so-cial identity that a group of fans has in common with respect to their favorite sport team also pro-vides explanation for team identification (Kwon, Trail & Lee, 2008). James & Trail (2008) suggest-ed that the identity of fan can be either category-based or role based, illustrating the idea that both social identity theory and identity theory should be considered when discussing team identification.

Turner (1982) indicated that within social iden-tity theory, individuals have both a personal identity,

41



which includes specific attributes such as the abili-ties and interests, and a social identity, which consists of significant group categories that can be based on demographic classifications, such as sex and race, or organizational membership, such as religious, edu-cational, and social institutions. According to Mael & Ashforth (1992), when a person identifies with an organization, he or she observes a “oneness with or belongingness to the organization(s) of which he or she is a member” (p. 104).

Identity theory, on the other hand, proposes that the core of an identity is the categorization of the self as an occupant of a role, and the incorporation, into the self, of the meanings and expectations associated with that role and its performance (Burke & Tully, 1977). Additionally, McCall & Simmons (1978) said that identity theory includes all things that take on meaning in relation to the plans and activities of individuals. When an individual identifies with a group, he or she will develop levels of self-cate-gorization or identification in terms of membership in particular groups or roles. Furthermore, identity theory also illustrates that an individual’s concept of self is comprised of multiple role-identities that ex-plain past behaviors, while also providing direction for future behaviors (Ervin & Stryker, 2001).

The purpose of this research is to examine the motivations, levels of team identification, and a number of psychological and behavioral indicators amongst the fans of top soccer clubs in Serbia. A dearth of cross-cultural research exists in the sport marketing area, and this study will add to the lit-erature by replicating seminal research in a setting outside of the North America. Any discipline must rely on multiple research efforts to demonstrate that the same method results in the same conclusions to a research question after multiple attempts at sam-pling the same target population. With the enormous growth of sport worldwide and the rapid speed of globalization, the need to examine the applicabil-ity of previously validated research in other cultural contexts is becoming increasingly important.

Method

Sample and Procedure The sample included 365 spectators at games

for two Serbian soccer clubs in May 2009 (FC “Vojvodina”, Novi Sad and FC “Partizan”, Bel-

grade). Six trained survey administrators partici-pated in the data collection, and were located in different parts of the stadium prior to the start of each match. The researchers distributed surveys to potential respondents in the one and a half hour period prior to the beginning of the soccer match. About 40% (N=143) of the respondents attended the game for FC “Vojvodina”, and 60% (N=222) respondents attended the game for FC “Partizan”. These teams are two of the three larg-est and best organized soccer clubs in Serbia. As for the soccer club FC “Vojvodina”, specta-tors were surveyed during the last two league matches in the Serbian soccer league competi-tion (2009/2010 season), while the survey for FC “Partizan” was conducted during the last game. It should be noted that FC “Partizan” won the title of national champion of Serbia and qualified for the UEFA Champions League.

The full sample was then divided into three segments for the purposes of analysis, and to ac-complish the purpose of the research. Temporary fans (N=107) were defined as those fans who visited the most interesting matches, Loyal fans (N=152) were defined as those individuals with no fan passion, and Committed fans (N=106) were defined as those who act organized in giv-ing their support to the team. This type of re-spondent segmentation is similar to previous re-search pertaining to the same constructs (Wann & Brascombe, 1990, Sutton, McDonald, Milne, & Cimperman, 1997; Trail & James, 2001; Trail, Fink, & Anderson, 2003; Trail, Robinson, Dick, & Gillentine, 2003).

Of the total sample of respondents, the major-ity (81.2%) were males, with most of the respon-dents being of Serbian nationality (approximate-ly 85% of respondents). The other nationalities represented in the sample were Montenegrinian (5%), Hungarian (4%), and a small number of Slovaks, Roma and Ruthenian. The average age of respondents was 26.2 (± 10.96) for Temporary fans, 27.9 (± 11.44) for Loyal fans, and 26.6 (± 11.28) for Committed fans. When looking at the self-reported perception of financial status, one can see that the majority of respondents report satisfactorily living (see Table 1).



Table 1. Demographic characteristics of all res-pondents

Frequency PercentageGenderMale 276 81,2Female 64 18,8

340 100NationalitySerbian 297 86.8Montenegrian 17 5.0Hungarian 15 4,4Slovaks, Roma andRuthenian 13 3,8

342 100Financial status of familyCompletely satisfactory 80 24 Satitisfactorily, but with rational consumption and saving

201 60,4

Hardly satisfactory, giving up everything that is not necessary

43 12,9

It does not, often depri-ving some basic needs 9 2,7

333 100

InstrumentThe instrument used in this study emerged

from three previous studies related to motivations for attending sport events (Trail & James, 2001; Trail, Robinson, Dick, & Gillentine, 2003; Trail, Fink, & Anderson, 2003). Specifically, the item scales used as a base for the instrument in this study were the Motivation Scale for Sport Con-sumption (MSSC) and Team Identification Index (TII). The MSSC contained 24 items (eight sub-scales with three items per subscale), and offered response options on a seven-point Likert scale, with answers ranging from 1 (Strongly Disagree) to 7 (Strongly Agree). Based on previous literature and the stated purpose of the current study, eight motives were examined: achievement, aesthetics, drama, escape, knowledge, physical skill, social interaction, and family.

Several psychological and behavioral indica-tors were also assessed in the instrument as a means to replicate previous research, and to expand the level of understanding among the respondents in the current study. The Outcome Expectancy for

Event Scale (EEOS) contained three items, and offered the same response options as the MSSC items. The Intentions for Sport Consumption Be-havior Scale (ISCBS) contained 4 items, the Self-Esteem Maintenance Behaviour Scale (SEMBS) contained two 3-items subscales (BIRGing and CORFing), while the Index of Affective State con-sisted of three 3-items scales (positive/negative moods, and satisfaction). The Disconfirmation of Expectancies Scale (DCES) included five items, and response options were based on a seven-point scale with 1 being “Much worse than I expected”, and 7 being “Much better than I expected”.

Data AnalysisThe primary statistical analysis used in this

study were the Kruskal-Wallis and Mann-Whit-ney’s tests. The Kruskal-Wallis test is an exten-sion of the Mann-Whitney test, and is used when assessing multiple samples. These analyses are also attractive as they are a nonparametric alterna-tive to one-way analysis of variance, thus adding strength to the interpretation of the results. These tests examine the null hypothesis stating that the samples do not significantly differ in mean rank for the chosen comparison variable. Because the Kruskal-Wallis test takes rank size into consider-ation, it is more powerful and preferable when its assumptions are met. Post-hoc tests were utilized to examine specific comparisons when significant differences were found between segments.

Results

The results of the analysis for differences be-tween the observed types of viewers in the terms of motives and their identification with their team are shown in Tables 2 and 3. The results in Table 2, indicate that groups of fans differ in five of the eight investigated motives assessed (Achieve-ment, Aesthetics, Knowledge, Physical Skill and Social motives).

The results indicated that the Loyal fan seg-ment felt their team’s victory as a personal sense of achievement, and were proud of their team’s successful performance. In this regard, the group of tested items for the aesthetics motive showed that the Loyal and Committed fan segments sig-nificantly differed from the Temporary fan seg-

43



ment. Specifically, the results showed that Loyal and Committed fan segments enjoyed the beauty and grace of their supported team more than the Temporary fans segment. At the same time, the physical ability motive shows that the most loyal fans pay more attention to the physical fitness of athletes than their counterparts. Given that these individuals were more motivated by aesthetics, and more frequently visited stadiums in larger numbers, it would suggest that loyal and dedicat-

ed fans are more open to increase their knowledge about the sport, the strategy, and the technical as-pects. In regards to social motives, it is evident that the sports stadium, especially for Committed fans, represents a desirable environment in which they are located, and they are very motivated by the social interaction with other spectators, want-ing to talk and be near others sitting nearby.

The results reveal differences in 8 out of 9 sub-scales of identification (see Table 3). The results

Table 2. Differences between various types of fans for the Motivation scale for Sport Consumption (Man-Whitney test)

Types of fans: 1 – Temporary, 2 – Loyal, 3 - Committed

MEAN RANKχ²

1. 2. 3.AchievementI feel a personal sense of achievement when the team does well 135,9 174,31a 239,61a2a 55,1**I feel like I have won when the team wins 130,6 184,11a 230,51a2a 52,0**I feel proud when the team play well 142,0 185,61a 213,71a2a 36,3**AestheticsI appreciate the beauty inherent in the game of soccer 146,6 188,01a 206,21a 23,2**I enjoy the natural beauty in the game of soccer 157,7 183,81b 204,11a 13,7**I enjoy the gracefulness associated with the game of soccer 131,3 202,51a 195,01a 34,7**DramaI enjoy the drama of close games 169,9 179,3 185,9 1,4I prefer watching a close game rather than a one-sided game 181,9 181,3 174,2 0,4I enjoy it when the outcome is not decided until the very end 194,7 173,6 170,6 3,7EscapeThe game provides an escape for me from my day-to-day routine 165,0 176,3 191,81b 3,6A game provides a distraction from my every day activities 149,1 169,8 215,61a2a 23,9**The game provides a diversion from „life’s little problems” for me 165,9 181,7 186,6 2,4KnowledgeI increase my knowledge about soccer at the game 149,7 176,71b 205,81a2b 16,0**I increase my understanding of soccer strategy by watching the game 146,3 182,31a 201,81a 16,4**I can learn about the technical aspects of soccer by watching the game 147,7 189,41a 193,41a 13,7**Physical skillsThe athletic skills of the players are something I appreciate 155,1 187,81a 190,11a 9,7**I enjoy watching a well-executed athletic performance 158,0 188,31a 188,51a 9,5**I enjoy a skillful performance by the team 148,1 186,91a 191,81a 15,8**SocialI enjoy interacting with other spectators at the game 131,9 175,11a 220,51a2a 41,2**I enjoy talking with others at the game 151,3 174,9 201,21a2b 12,8**I enjoy socializing with people sitting near me at the game 148,8 173,2 208,81a2a 18,8**FamilyThe game provides an opportunity for me to spend time with my family 176,9 180,5 173,5 0,3The game provides an opportunity for me to spend time with my spouse 172,5 174,7 190,1 1,8The game provides an opportunity for me to spend time with my children 168,7 179,0 182,7 1,1

* 0.05, ** <0,01 - Kruskal Wallis test1, 2, 3 – subsamples, a < 0.01 , b < 0.05 - Man Whitney test



also indicate a noticeable upward trend in identi-fication as the level of devotion and loyalty to the fans team increases. When looking at individual

scale items, in all subscales (except for Disconfir-mation of Expectancies factor), there were signifi-cant differences in at least two items.

Table 3. Differences between different groups of fans in identification with a teamTypes of fans:

1 – Temporary, 2 – Loyal, 3 – CommittedMEAN RANK

χ²1. 2. 3.

IDENTIFICATION WITH TEAM I consider myself to be a „real” fan of the soccer team 105,0 182,41a 251,51a2a 113,0**I would experience a loss if I had to stop being a fan of the team 118,0 171,91a 247,21a2a 88,4**Being a fan of soccer team is very important to me 113,9 173,81a 251,31a2a 100,6**EXPECTANCIESI expect the my team to play well today 121,2 190,11a 219,01a2a 64,9**I expect today’s game to be well played 135,8 185,01a 218,61a2a 43,3**I expect my team to win today 143,0 187,01a 206,91a2b 34,1**POSITIVE AFFECTI feel happy 143,8 165,31b 220,11a2a 34,3**I feel cheerful 140,5 170,51a 216,21a2a 31,8**I feel delighted 141,3 166,21b 222,01a2a 36,8**SATISFACTIONI am satisfied 148,4 175,41b 200,51a2b 14,5**I am satisfied with the outcome 141,0 174,81a 202,81a2b 20,5**I am satisfied with the performance of the team 147,0 167,7 192,11a2b 11,2**BIRGing I would like to increase my association with this team 128,6 171,21a 226,51a2a 50,6**I would like to publicize my connection with this team 141,0 161,6 225,61a2a 41,4**I would like to tell others about my association with this team 127,2 163,11a 240,41a2a 70,0**FUTURE BEHAVIOURI am more likely to attend future games 115,5 183,21a 229,41a2a 73,7**I am more likely to purchase the team’s merchandise 109,6 168,31a 243,51a2a 97,9**I am more likely to buy team clothing 107,7 174,51a 248,41a2a 104,8**I am more likely to support my team 130,3 182,01a 214,21a2a 54,0**EXPECTANCY DISCONFIRMATIONThe quality of the offensive performance of my team 158,6 175,6 202,41a2b 10,0**The quality of the defensive performance of my team 176,7 176,9 182,4 0,2The overall quality of play 165,9 174,1 193,41b 4,2The overall quality of play by both teams 172,5 171,0 184,8 1,2The results of the game 167,3 178,6 190,9 2,9NEGATIVE AFFECTI feel disappointed 185,8 156,61a 178,1 6,0*I feel upset 196,6 150,61a 177,22b 13,8**I feel irritated 183,8 155,31a 189,42a 8,7**CORFing#I do not want to support this team any longer 202,2 167,21a 157,81a 19,6**I do not wish to be a fan of this team after today’s performance 195,0 170,11a 166,61a 9,4**I would like to disconnect myself from this team 193,6 171,21a 164,71a 9,7**

* 0.05, ** <0,01 - Kruskal Wallis test; 1, 2, 3 – subsamples, a < 0.01 , b < 0.05 - Man Whitney test# - variables with opposite metric orientation.

45



Discussion and Implications

For sports marketers, the motives of fans, lev-els of team identification and behavioral intentions are consistently the focus of researchers’ attention. The significance of these tests is reflected by the importance of detecting behavioral characteristics of certain types of fans, that is, their willingness to take action and purchase the products and ser-vices in the sport. This type of information signifi-cantly simplifies the marketing planning function in sports organizations.

The results in Table 2, illustrate that the inves-tigated groups of fans differ in items from five out of eight analyzed motives. Confirmed statisti-cally significant differences between the analyzed groups of supporters in the terms of individual motives for sport consumption, suggests that these motives can serve as a segmenting variable in determining the types of fans, as well as con-sumer groups, which is argued by Hunt, Bristol & Bashaw (1999) and Trail et al ., (2003).

The improvement of knowledge with respect to the sports that consumers intensively monitor, provides committed the ability to “sharpen” their senses and better enjoy the aesthetics and physical abilities of athletes. At the same time, the satisfac-tion of social motives represents an important in-centive for consumers and marketers alike. In fact, going to a game, for loyal and committed fans, rep-resents a chance for a change in everyday activi-ties and escape from the daily monotony, allowing consumers the chance to actually enjoy the inter-action, conversation and socialization with other people on the stadium. These differences were not observed when it came to the use of the stadium, when attending soccer matches, or in the possibility of spending time together with family members. By contrast, drama as a motive for attendance was not distinctive for different types of fans. Consequently, it can be concluded that for each type of fan in the current study, drama is an equally important motive for coming to the stadium.

The results of this study, as well as previous studies, emphasize the importance of understand-ing the impact of team identification and percep-tions of fans in practice. Research has illustrated that committed fans have a more emotional ex-perience and express their relationships with the

club. Additionally, highly identified fans have a need to emphasize and increase their fan member-ship over time (Wann, 1995; Fink, Trail, & An-derson, 2002a; Fink, Trail, & Anderson, 2002b; King, 2004; Madrigal, 2006). Statistically signifi-cant support in future research could be improved through the growing support of “more attached” loyal and committed fans, which existed under all items of the measured behavioral intentions. Also, it can be concluded that these two groups of fans, Committed fans and Highly Committed fans, experience all the defeats and setbacks as “their own” failures. Loyal, and especially Committed, fans meet their achievement motivations through attending sporting events of their teams. More broadly, if we analyze the results from Table 3, it can be observed that these individuals look on the successes of their club as on their own successes, and that they consider identification with the team very important. Therefore, in terms of satisfaction and expectations related to the team, these fans express very positive attitudes. Explanation of the sport consumption behaviors of committed “con-sumers” in relation with the achievement motive, can be interpreted through the absorption of team success, prestige and recognitions of the team as beng characterized as their “own”. Gau, Gailliot, & Brady (2007) found that highly identified fans showed higher levels of motivation, higher report-ed levels of service quality, and greater levels of satisfaction than those characterized by lower lev-els of team identification. For those fans with low or moderate levels of team identification, manag-ers and marketers should strive to increase their identification (Kwon, Trail, & Lee, 2008).

These results equate with numerous studies that confirmed the relation of high connection of committed fans with team, players and coaches (Laverie & Arnett, 2002; Wann & Branscombe, 1993; Mahony, Madrigal, & Howard, 2000). Ef-fective sports marketers inevitably emphasize this connection, and information about the differences between temporary, loyal and committed fans al-lows sport marketers to satisfy needs and desires (Funk & Pastore, 2000; Trail, Robinson, Dick, & Gillentine, 2003; Robinson, Trail, Dick, Gillen-tine, 2005; Ross, 2007).

It is very clear that the reason for the large number of unoccupied seats at the stadiums of the



current study sample clubs is because of the ab-sence of any significant recent results in the Eu-ropean competitions. Accordingly, it can be noted that a large number of fans do not want to identify with teams who win only in the domestic competi-tions, while achieving poor results in the interna-tional competitions. Due to this situation, it was noticeable during the research process that some of the fans decided to cheer for the major Euro-pean clubs in the quality national competitions in England, Spain or Italy. For example, the success of the Partizan basketball club, (which operates in the same sport association as well as FC “Parti-zan”), suggests that good results in international competitions contribute to increasing numbers of viewers in national competitions.

For this reason, the recommendations offered by Hunt et al., (1999) and Kwon and Trail (2001), for differently oriented marketing strategies to-ward different types of fans in soccer, should rep-resent a strategic way to improve attendance at stadiums. Marketing campaigns, through directed messages, should address different types of fans, or special consumer groups.

Limitations and Future Research

As with any study, the limitations of the cur-rent study must be acknowledged. One potential limitation of the current study is the time of data collection. Given that the data were collected at the end of the season when the fans of both teams were largely satisfied with the performance of their teams, it is likely that respondents were basking in the reflected glory of their teams (BIRGing). An-other potential limitation that may have effected the results in this study is the relationship between motives and identification with the team. That is, there seems to be a disconnection between the level of expected service and the satisfaction of the experiences of spectators in the Serbian soccer. However, the results of this study on the motives of top soccer teams in Serbia fans could serve as a basis for future studies, as well as the creation of more differentiated typology of individual fan groups.

Acknowledgment

This study was part of the scientific project ”Motives and Identification of Different Types of Fans in Serbian Soccer“, launched by Unity for School Sports Activities and Olympic Education of City of Novi Sad, and financed by the Ministry of Youth and Sport Republic of Serbia (No. 450-451-02-1640/2011-03/1, principal researcher: N. Maksimovic).

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Corresponding Author Nebojsa Maksimovic, Faculty of Sport and Physical Education, University of Novi Sad, Serbia, E-mail: [email protected].

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