Background/Purpose In the last two decades, there has been a strong interest in studying different factors that affect spectator game consumption (e.g., Zhang, Lam, & Connaughton, 2003). These factors include game attractiveness and marketing promotions. Nevertheless, little is known about other variables that may have an impact on game consumption.
Method This study attempted to identify variables that might have strong influence on spectators' decision to attend arena football games. Development of the Decision Game Factor (DGF) was based on a thorough review of literature, field observation, and a panel of experts (two university professors in sport management and two senior administrators of the arena football team). As a result, 18 decision variables were generated. The 18-item DGF was administrated to spectators during an arena football game in May 2008. Item responses were based on a 7-point Likert scale (e.g., 1=“Not at All”, and 7=“Very Much”).
Analysis/Results A total of 363 questionnaires were useable for data analysis. Exploratory factor analysis indicated the DGF had four factors: Entertainment, Cheerleading, Promotion, and Game Nature (explained 56.57% total variance). One-sample t-tests showed that 12 variables were significant (p < .05) different from the median score. Fans rated Football Fan, Entertainment Value, Affordable Ticket, and Indoors as the most influential factors that affected their attendance.
Conclusions Most spectators are football fans who enjoyed the indoor atmosphere and the proximity of the game with affordable tickets. Nevertheless, fans also enjoyed the performance provided by the dancing team and cheerleaders. Therefore, these variables should be well presented during the games.
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