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Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea

Author

Listed:
  • Yunduk Jeong

    (College of General Education, Kookmin University, Seoul 02707, Korea)

  • Suk-Kyu Kim

    (Department of Sports Science, Dongguk University, Gyeongju 38066, Korea)

  • Jae-Gu Yu

    (Department of Sport Industry, Chungang University, Anseong 17546, Korea)

Abstract

The spread of SARS-CoV-2 has taken a toll on the sports industry worldwide. One of the key challenges for team managers or marketers is to understand how it affects the decision-making process of sports fans. This study examined the process behind the decision of sports fans to attend sports matches at stadiums amid the pandemic using the theory of planned behavior (TPB), which includes the moderating roles of team identification. Responses were obtained from 269 undergraduate and graduate students who had attended a sports match in 2019. Structural equation modeling was performed to evaluate three factors: the attitude toward attending sports matches, subjective norm, and perceived behavioral control on the decision to attend. In addition, a hierarchical regression analysis was conducted to test the moderating effects of team identification. The findings displayed the positive influences on attendance intention from the perspective of (a) attitude, (b) subjective norm and (c) perceived behavioral control. On the other hand, team identification did not have a moderating effect on the relationships among attitude, subjective norm and perceived behavioral control regarding the intention to attend a sport event. These findings suggest that it is important to grasp the role of volitional and non-volitional processes to explain the how the decision to attend sports matches is made.

Suggested Citation

  • Yunduk Jeong & Suk-Kyu Kim & Jae-Gu Yu, 2021. "Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3403-:d:520289
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    References listed on IDEAS

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    1. Yunduk Jeong & Euisoo Kim & Minhong Kim & James J. Zhang, 2019. "Exploring Relationships among Organizational Culture, Empowerment, and Organizational Citizenship Behavior in the South Korean Professional Sport Industry," Sustainability, MDPI, vol. 11(19), pages 1-16, September.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. George B. Cunningham & Hyungil Kwon, 2003. "The Theory of Planned Behaviour and Intentions to Attend a Sport Event," Sport Management Review, Taylor & Francis Journals, vol. 6(2), pages 127-145, July.
    4. Cunningham, George B. & Kwon, Hyungil, 2003. "The Theory of Planned Behaviour and Intentions to Attend a Sport Event," Sport Management Review, Elsevier, vol. 6(2), pages 127-145, November.
    5. Stephen L. Shapiro & Lamar Reams & Kevin Kam Fung So, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 235-246, April.
    6. Shapiro, Stephen L. & Reams, Lamar & So, Kevin Kam Fung, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Elsevier, vol. 22(2), pages 235-246.
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