The Effect of Autonomy and Control ‎Motivation Orientations ‎on Team Loyalty ‎in TV Viewers of Football Competitions

The aim of this study is to investigate the effect of autonomy and control ýmotivation ýorientations on team ýloyalty ýin TV ýviewers of football competitions. 400 available persons among TV viewers of European club football ýcompetitions in 2015-2016 were selected as samples of this study. Motivation of the viewers was measured by ýSport Interest Inventory of Funk et al (2002), and SPEED scale of Funk et al (2012), and team loyalty was ýmeasured by questionnaireý of Neale and Funk (2006). Structural Equation Modeling was used to analysis the ýdata. ýþ þResults showedý that autonomy and control ýmotivation ýorientations has satisfy different needs of sport ýmedia consumers. Also, ý results showed that autonomy ýmotivation ýorientationý significantly affected team loyalty ýý. But, control ýmotivation ýorientation noý significant ýeffect on team loyalty. Thus, ýto identify loyal fans, it would be better ý considered their motivation orientationý.ý