Jung-uk Won

Purpose This study examined the multiple factors influencing the consumption behavior (game attendance frequency, intentions to attend future games and purchase merchandise) of B. League (Japanese professional basketball league) spectators. Methodology Based on a literature review, this study assumed that B. League spectators’ consumption behavior could be explained by the interaction of four factors: spectator motives, team identification, game attractiveness, and facility. We propose an expanded instrument created by adding subscales to Won and Kitamura’s (2006, 2007) motivation scales. We tested the proposed model within the context of B. League spectators by conducting a CFA. Findings The modified instrument exhibits satisfactory psychometric properties. The findings indicate that the multiple-factor model explains 42% of the variance in game attendance frequency and 79% in future consumption intentions. Entertainment was the strongest predictor—and game attractiveness was a new predictor—of current game attendance frequency. Team identification was a crucial predictor of future consumption intentions.

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.