IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i6p3403-d520289.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/6/3403/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/6/3403/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Suk-Kyu Kim & Yunduk Jeong, 2021. "Developing the Healthy and Competitive Organization in the Sports Environment: Focused on the Relationships between Organizational Justice, Empowerment and Job Performance," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    2. Yoo-Yeong Seonwoo & Yun-Duk Jeong, 2021. "Exploring Factors That Influence Taekwondo Student Athletes’ Intentions to Pursue Careers Contributing to the Sustainability of the Korean Taekwondo Industry Using the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    3. Dayal Ali W. Al-Khaldy & Thowayeb H. Hassan & Ahmed Hassan Abdou & Mostafa A. Abdelmoaty & Amany E. Salem, 2022. "The Effects of Social Networking Services on Tourists’ Intention to Visit Mega-Events during the Riyadh Season: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 14(21), pages 1-13, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco & Mason, Michela, 2018. "A qualitative comparative analysis (QCA) of satisfaction toward extreme sporting Events," Australasian marketing journal, Elsevier, vol. 26(4), pages 358-368.
    2. Jing Li & Chia-Chien Hsu & Ching-Torng Lin, 2019. "Leisure Participation Behavior and Psychological Well-Being of Elderly Adults: An Empirical Study of Tai Chi Chuan in China," IJERPH, MDPI, vol. 16(18), pages 1-19, September.
    3. Yoo-Yeong Seonwoo & Yun-Duk Jeong, 2021. "Exploring Factors That Influence Taekwondo Student Athletes’ Intentions to Pursue Careers Contributing to the Sustainability of the Korean Taekwondo Industry Using the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    4. Song, Jaeki & Kim, Junghwan & Cho, Kwangmin, 2018. "Understanding users’ continuance intentions to use smart-connected sports products," Sport Management Review, Elsevier, vol. 21(5), pages 477-490.
    5. Aminuddin Yusof & Arporn Popa & Soh Kim Geok, 2018. "Perception of Service Quality among Malaysian University Recreational Fitness Center Users," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 823-833, July.
    6. Dayal Ali W. Al-Khaldy & Thowayeb H. Hassan & Ahmed Hassan Abdou & Mostafa A. Abdelmoaty & Amany E. Salem, 2022. "The Effects of Social Networking Services on Tourists’ Intention to Visit Mega-Events during the Riyadh Season: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 14(21), pages 1-13, November.
    7. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    8. Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    9. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.
    10. Lee, Jaedeock & Ferreira, Mauricio, 2013. "A role of team and organizational identification in the success of cause-related sport marketing," Sport Management Review, Elsevier, vol. 16(2), pages 161-172.
    11. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    12. Fotiadis, Anestis & Williams, Russell Blair, 2017. "“TiCoSa” a 3d matrix conceptual model to investigate visitors’ perceptions in an athletic event," MPRA Paper 90638, University Library of Munich, Germany, revised 17 Apr 2017.
    13. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    14. Paloma Escamilla-Fajardo & Mario Alguacil & Ana M. Gómez-Tafalla, 2021. "Effects of Entrepreneurial Orientation and Passion for Work on Performance Variables in Sports Clubs," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    15. Mei-Yuan Jeng & Fan-Yun Pai & Tsu-Ming Yeh, 2017. "The Virtual Reality Leisure Activities Experience on Elderly People," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 12(1), pages 49-65, March.
    16. Haozhou Pu & Jeeyoon Kim & Corinne Daprano, 2021. "Can Esports Substitute Traditional Sports? The Convergence of Sports and Video Gaming during the Pandemic and Beyond," Societies, MDPI, vol. 11(4), pages 1-18, October.
    17. Pappas, Nikolaos, 2023. "Came and gone? A longitudinal study of the effects of COVID-19 on tourism purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    18. Jung-Sup Bae & Weisheng Chiu & Sang-Back Nam, 2021. "Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League," Sustainability, MDPI, vol. 13(6), pages 1-13, March.
    19. Philip Turbutt, 2015. "Motivation, segmentation and the mega-tournament experience: a study of English Football Tourists at World Cup 2014," Birkbeck Sports Business Centre Working Papers 11, Birkbeck College, Department of Management.
    20. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3403-:d:520289. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.