Factors Affecting Spectators' Attitudes and Intentions: Focusing on the Roles of the Facebook Fan Page

Abstract

This study identified and examined variables that affected spectators’ attitudes and intentions in both offline and online contexts. Based on the results of literature review, three variables (i.e., the club membership subscription, negative memory, and Facebook fan page visit) were identified, and main and interaction effects of these variables on spectators’ attitude towards the sports team’s game, attitude towards the sports team, intention to attend the team’s next game and intention to recommend friends to attend the team’s next game were examined in the contexts of club sporting events in the UK. The study found that club membership subscription significantly positively influenced attitudes and intentions; the Facebook fan page visit significantly positively influenced intention to attend the team’s next game when spectators had negative memory and no membership. A Facebook fan page visit significantly positively influenced intention to make a recommendation when spectators had negative memory. Theoretical and marketing implications and study limitations were discussed based on these findings.