Predicting Spectating Behavior of Spectator-Type Taekwondo Spectators by Applying the Extended Theory of Planned Behavior and Embodied Cognition Theory

PURPOSE This study aimed to identify the influence of certain factors on spectators' spectating behavior through the analysis of spectator-type Taekwondo spectators’ spectating behavior by applying the extended theory of planned behavior and embodied cognition theory and considering spectators’ desire to stay. METHODS A total of 305 surveys were used as the final sample. SPSS 24.0 and AMOS 26.0 were used for frequency , correlation, confirmatory factor, and structural equation model analyses. RESULTS First, attitudes, subjective norms, perceived behavioral control, and prior knowledge, which are predictors of the extended theory of planned behavior, had a statistically significant effect on the spectators’ desire to stay. Second, the spectators’ desire to stay had a statistically significant effect on the spectators’ content , environment, and behavior. Third , the spectators’ content and environment, which are sub-factors of the embodied cognition theory, had a statistically significant effect on the spectators’ behavior. CONCLUSIONS The study results suggest that attitudes, subjective norms, perceived behavior control, and prior knowledge, which are predictors of the extended theory of planned behavior, have a positive effect on the embodied cognition and spectator behavior of spectator-type Taekwondo spectators.