Motivational Factors Affecting Sports Consumption Behavior of K-league and J-league Spectators

Abstract

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.