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Abstract
Purpose: The purpose of this study is to investigate relationship among factors affecting game attendance, perceived value, spectating satisfaction, spectating commitment, revisit intention and word of mouth intention of professional soccer spectators.BR Method: The subjects of this study were the spectator who watched soccer game of 2018 KEB Hana Bank K League. The survey was conducted for 300 spectators who watched soccer games in soccer stadiums located in Seoul, Suwon and Jeonju including the weekend’s games. The convenience sampling method was used for the sampling and also, self-administration method was utilized. This study used 296 copies for the research among the collected questionnaires except for 4 copies, which were considered as non-valid samples. For data analysis, SPSS 23.0 and AMOS 22.0 statistical software were used.BR Results: First, the factors affecting game attendance of professional soccer spectators had a positive influence on perceived value, spectating satisfaction and spectating commitment. Second, the perceived value had a positive effect on spectating satisfaction, revisit intention, and word of mouth intention. Third, the spectating satisfaction had a positive effect on spectating commitment and revisit intention. Fourth, the spectating commitment had a positive effect on revisit intention, and word of mouth intention.BR Conclusion: In conclusion, the performance and fan service which are sub-factors of the factors affecting game attendance had a positive influence on the perceived value, spectating satisfaction and spectating commitment but the spectating satisfaction did not affect word of mouth intention. Therefore, the club needs to provide fan service which can differentiate from other clubs and make an investment in their players and the club to enhance performance in order to increase value, satisfaction and immersion of audience so that the value, satisfaction and immersion of audience can be increased and the spectators will watch the games continuously.
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