The question of what factors affect spectators' c o n s u m p t i o n b e h a v i o r ( s u c h a s a t t e n d a n c e frequency, future attendance, and future merchandise consumption) is an important issue for spectator sports marketers, because the revenue related to game attendance is an important income source for professional sports. If factors affecting spectator consumption behavior are clarifi ed, sports marketers will be able to more effi ciently build marketing strategies for their target market.Previous studies have examined many of the internal and external factors affecting spectators' consumer behavior. These factors could be classifi ed according to the following fi ve perspectives: (a) sports game attractiveness factors such as league standing, record-breaking, team quality, and star players (e.g., Greenstein & Marcum, 1981;Rivers & Deschriver, 2002;Schofi eld, 1983;Zhang, Pease, Smith, Lee, Lam, & Jambor, 1997), (b) environmental factors such as stadium facilities, convenience of schedule, weather (e.g., Greenwell, Fink, & Pastore, 2002a;Tomlinson, Buttle, & Moores, 1995;Trail, Anderson, & Fink, 2002;Westerbeek, 2000), (c) emotional or internal factors such as team identifi cation and motivational factors (e.g., Fink, Trail, & Anderson, 2002a;Funk, James, Gladden, 2002;Funk, Mahony, Nakazawa, & Hirakawa, 2000;Hong, McDonald, Yoon, & Fujimoto, 2005; Laugh & Kim, 2004; Mahony, Nakazawa, Funk, Mahony, & Ridinger, 2002;Matsuoka, Chelladurai, & Harada, 2003;McDonald, Milne, & Hong, 2002;Robinson & Trail, 2005) The purpose of this study was to examine motivational factors affecting consumption behavior of K-league and J-league spectators, and their predictability to explain it. We found that 10 motivational factors signifi cantly, but not suffi ciently explained the current attendance frequency of the K-league spectators, whereas these factors well predicted their future consumption behavior. It was considered that there is great potential in the K-league spectator market. The results of the J-league spectators indicated that team identifi cation and vicarious achievement were strong predictors to explain the variance in the game attendance frequency of the J-league spectators, and these results were consistent with the results of Mahony, et al., (2002). However, we found a new predictor (social interaction) to explain this variance. Also, we found that escape was a new positive predictor to explain the intention to attend future games of the K-league and J-league spectators, and escape, player, and team identifi cation were related to the future merchandise consumption of both the K-league and J-league spectators. However, previous research about the relationship between motivation and consumption behavior has been limited in the fi eld of sports marketing in South Korea and Japan. Most of the reports have focused on factors external to the spectator such as physical facility, or on demographic variables such as gender and age (i.e., Kim, Ha, & Kim, 2002;Lee, 2001;Lim & Kim, 2004;Nakazawa, Hirakawa...
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