Abstract
The purpose of this study was to analyze the features of J.League Division 3 (J3) spectators without a club to support by comparing them to home club fans. The questionnaire survey was conducted with stadium spectators of a J3 game. Data of 45 spectators who did not have a club to support and 324 home club fans were collected. The findings of this study show the characteristics of the spectators without a club to support to be : (1) little experience as J.League spectators : they are likely to be new customers or light users : (2) attendance at the game for passive reasons such as being invited by friends or family and getting free tickets : (3) different attributes from those of home club fans : in particular, 53.3% of them are women and 7.5 years younger than home club fans ; and (4) a positive intention to reattend future J3 games in the same season. Practical implications and directions for future research are discussed.
