Constraints of Sport Spectators-The case of J. League Division 2 Spectators

Rei Yamashita ； Munehiko Harada

《Asian Sports Management Review》 9期 (2015/04) Pp. 37-54

並列摘要

The total income from ticket sales is decreasing gradually in J. League Division 2. Total revenue from ticket sales is a crucial issue for the teams because it reduces supplementary revenue and could relate to a reduced ability to attract people to the stadium. Related to this, there are many studies that focus on spectator ＂attendance＂, which cover the positive aspects explaining what brings people to the stadium. Unfortunately, only a few studies focus on the ＂constraints＂, which are those factors that limit or prohibit participation in the desired activity. The purpose of this research is to reveal what factors prevent spectators' continuous attendance, introduce a scale for spectator constraints, and test for differences based on their demographics. Two surveys were conducted at J. League Division 2 games. Based on a sample size of n=297, exploratory factor analysis revealed six constraints factors. Confirmatory factor analysis was used to validate this result, using a sample size of n=315. Six dimensions were presented as spectator constraints and t-tests suggested there were significant differences among gender in ＂extrinsic value.＂ Men perceived more constraints compared to women. Age groups also affected perceived constraints, as did the duration of being a fan, behavioral and psychological loyalty towards the team. This result indicates that if the psychological and behavioral loyalty towards the team gets higher, spectators' might negotiate these negative factors. As an implication, teams having especially low attendance should mitigate the constraints to let more people experience their products.

並列關鍵字

soccer ； fans ； continuous attendance ； constraints