Background/Purpose Previous studies indicated that four major factors played a major role in home game attendance: (a) home team attractiveness, (b) opposing team attractiveness, (c) economic consideration, and (d) convenience. Similarly, home team characteristics, game promotions, and audience preference were all significantly predictive of overall NBA game attendance (e.g., Zhang et al., 1997).
Method The purpose of this study was to examine factors that would affect spectators' decisions in attending future NBA games. The survey included a 14-item Decision Information Scale and demographic variables. Participants were spectators (N=410) attending a regular season NBA home game in 2009. Random cluster sampling technique was used with the attempt to cover different sections of the arena. Item responses were based on a 5-point Likert Scale (e.g., 1=not at all important, 5=very important).
Analysis/Results One sample t-tests indicated 13 items were significantly (p<.001) different from the median score (except “Direct mail and notification”). Univariate ANOVAs showed that Caucasians in general had significantly (p<.05) lower mean scores than Black/African Americans or Indian/Alaskan Natives; whereas high school graduates had significantly (p<.05) higher mean scores than those with more advanced educational backgrounds.
Conclusions Win/loss record, star players, and game promotion were the major factors that attracted people to the games. However, most of the Caucasians were "die-hard" fans and were less likely influenced by those factors than people of other ethnicity. The high score of the high school graduates was understandable since they were not financially independent and most game promotional activities would be attractive to them.
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