著者

Jung-uk Won Kaoru Kitamura

出版者

Japan Society of Physical Education, Health and Sport Sciences

雑誌

International Journal of Sport and Health Science (ISSN:13481509)

巻号頁・発行日

vol.4, pp.233-251, 2006 (Released:2008-01-25)

参考文献数

56

被引用文献数

14 18

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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 significantly, but not sufficiently 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 identification 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 identification were related to the future merchandise consumption of both the K-league and J-league spectators.