Factors Influencing Student Attendance at Intercollegiate Athletic Events in Korea

다국어 초록 (Multilingual Abstract)

The purpose of this study is to expose the factors that may influence students’ motivation or choice to attend their institution’s intercollegiate athletic events in Korea. The survey was distributed and collected on campus from a large suburban university in Korea during the fall semester to the game attending students. A total of 164 completed questionnaires was returned and used as data for this study. Principal component analysis with varimax rotation was performed on the 22 items of factors that motivated respondents to attend intercollegiate athletic events and this analysis yielded a six factor solution. These six factors were named Competitive Factor, Facility Factor, Entertainment Factor, Social Factor, Identification Factor, and Promotional Factor. According to the survey, in terms of individual factor, ‘the amount of speed displayed’ was ranked as the most important factor which influenced students to attend events followed by ‘location convenience’, ‘cleanliness of stadium’, and ‘condition of stadium’. After all, the question still remains as to what factors influence students’ motivation to attend events and how this market should be developed. Nevertheless, the evidence shown through the results and the discussions permit several suggestions such as conducting separate studies within the institution in order to promote its athletics, expanding marketing strategies, and more. The nature of this study does not allow the readers to observe students’ purchase or post-purchase feelings. Instead, it explores the possible factors which may influence the purchase cycle regarding individual choice of athletic events. Recommendations and suggestions based on the findings were presented later in the study.

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