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Motivational Factors Influencing the Behaviour of J. League Spectators

Author

Listed:
  • Daniel F. Mahony
  • Makoto Nakazawa
  • Daniel C. Funk
  • Jeffrey D. James
  • James M. Gladden

Abstract

The Japanese Professional Soccer League (J. League) began in 1993 and was the first professional soccer league in Japan. After an initial period of strong interest, spectator support for the League has declined. The primary purpose of the current study was to develop a means for measuring selected motives influencing the behaviour of J. League spectators. The second purpose was to then use the measurement scale to examine the impact of these motives on spectator behaviour. Seven motives for J. League spectators were identified in the current study (drama, vicarious achievement, aesthetics, team attachment, player attachment, sport attachment, and community pride), based on prior attempts to measure the motives of sport consumers (e.g., Madrigal & Howard, 1995; Wann, 1995), and an understanding of Japanese culture and J. League spectators. Items were generated to measure each of the seven motives. Confirmatory factor analysis of the scale based on a survey of J. League attendees indicated that seven factors extracted 57% of the variance and were suitable for further analysis. Additional analysis indicated the relative importance of the motives in predicting variance in length of time as a fan and frequency of attendance. Sport attachment predicted the most variance in length of time as a fan, while team attachment was the strongest predictor of frequency of attendance. These results have implications for sport practitioners seeking to improve their marketing efforts and for sport researchers seeking to better understand the motives of sport consumers.

Suggested Citation

  • Daniel F. Mahony & Makoto Nakazawa & Daniel C. Funk & Jeffrey D. James & James M. Gladden, 2002. "Motivational Factors Influencing the Behaviour of J. League Spectators," Sport Management Review, Taylor & Francis Journals, vol. 5(1), pages 1-24, January.
  • Handle: RePEc:taf:rsmrxx:v:5:y:2002:i:1:p:1-24
    DOI: 10.1016/S1441-3523(02)70059-4
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    Citations

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    Cited by:

    1. Funk, Daniel C. & Ridinger, Lynn L. & Moorman, Anita M., 2003. "Understanding Consumer Support: Extending the Sport Interest Inventory (SII) to Examine Individual Differences among Women's Professional Sport Consumers," Sport Management Review, Elsevier, vol. 6(1), pages 1-31, May.
    2. Prayag, Girish & Mills, Hamish & Lee, Craig & Soscia, Isabella, 2020. "Team identification, discrete emotions, satisfaction, and event attachment: A social identity perspective," Journal of Business Research, Elsevier, vol. 112(C), pages 373-384.
    3. Drayer, Joris & Shapiro, Stephen L. & Dwyer, Brendan & Morse, Alan L. & White, Joel, 2010. "The effects of fantasy football participation on NFL consumption: A qualitative analysis," Sport Management Review, Elsevier, vol. 13(2), pages 129-141, May.
    4. Toder-Alon, Anat & Icekson, Tamar & Shuv-Ami, Avichai, 2019. "Team identification and sports fandom as predictors of fan aggression: The moderating role of ageing," Sport Management Review, Elsevier, vol. 22(2), pages 194-208.

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