Abstract
The purpose of this study was to provide effective marketing strategies to expand high loyal fans and to increase the number of spectators through finding out the effect of viewing motivation in ice hockey rink on viewing satisfaction and revisiting intention . For this, 264 ice hockey spectators were surveyed and responded to the questionnaire. SPSS 18.0 were used for analyzing the data. The results were as follows: First, ‘team emotion’ factor among viewing motivation didn’t influenced on viewing satisfaction. Second, ‘player attention’ factor among viewing motivation didn’t influenced on viewing satisfaction. Third, ‘social interaction’ factor among viewing motivation didn’t influenced on viewing satisfaction. Forth, ‘escape’ factor among viewing motivation positively influenced on viewing satisfaction. Fifth, ‘ice hockey attention’ factor among viewing motivation positively influenced on viewing satisfaction. Finally, ‘viewing satisfaction’ had significantly effect on revisiting intention.
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