Serious Leisure, Home Brewing, and Satisfaction: Developing a Theoretical Model to Measure Satisfaction Factors and Predict Future Behavioral Intentions

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Murray, Douglas W.; O'Neill, Martin A., Ph.D.
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The purpose of this study was to adapt an accepted and tested general leisure scale measuring satisfaction to the serious leisure activity home brewing. The development of a quantitative scale to be applied to serious leisure represents an original and much needed contribution to this subject. The secondary research purpose was to glean an understanding of the participant’s future behavioral intentions toward home brewing to gain insight into the strength of future growth in the craft beer market, which is strongly driven by this group. In general the goals of the study were achieved. The correlation scores reported indicate very high satisfaction, and provide support for the notion that craft beer and ales will continue to be an important segment for both F&B and retail beverage sales. The confirmatory factor analysis indicates that the theoretical model is approaching goodness of fit. Further qualitative effort is indicated to fully fit the model.