抄録
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.
