The vast majority of research on sport consumers fails to utilize a theoretical understanding of motivation to examine behaviour. Self-Determination Theory was used to develop a new understanding of sport consumer motivation. Sport consumer motivation is conceptualized as representing autonomy and control orientations that energize a desire to engage in sport goal directed behaviour to acquire positive benefits.
Funk, D., BEATON, A., & Alexandris, K. (2012). Sport consumer motivation: Autonomy and control orientations that regulate fan behaviours. Sport Management Review, 15(3), 355-367. https://doi.org/10.1016/j.smr.2011.11.001