- 研究紀要 (ISSN:13489399)
- vol.8, pp.67-77, 2011
The issue of a sport team's promotion to a higher league has been investigated primarilyfrom the spectator's perspective. Although recent few studies highlight the importance of localresidents on this topic, the effects of various moderating variables on local residents' decisionmaking processes still remain unexplored. The current study is one of the first attempts to( 1)develop measures for capturing three dimensions( cognitive, affective, and conative aspects) oflocal residents' attitudes toward a professional sport team promoted to a higher league and( 2)examine the effects of significant moderating variables (i.e., gender, age, and willingness tosupport the home team) on the cognitive attitudes-behavioral intentions chain and on theaffective attitudes-behavioral intentions chain. Data were collected from local residents (n =180) at two large shopping malls located in the franchise area of a professional soccer teamthat was promoted to the J-League Division Ⅱ in the 2009 season. The results indicate that theeffect of cognitive attitudes on behavioral intentions was stronger for older people than foryounger people. The research findings, managerial implications, limitations, and directions forfuture research are discussed.