| The purpose of this study was to identify the different market spectator segments of the Japan Basketball League (JBL) as well as understand the attendance motivation factors of its fans. The questionnaire in this study was adopted from the Sport Consumer Motivation Scale (SCMS) developed by James and Ross (2004), additionally, it included demographic information. The results indicated that the most significant motivation of attending JBL games was skill. On the other hand, social interaction and food and beverage indicated least importance motivation importance. In addition, there were significant mean differences of motivation in age and gender. For example, female spectators showed higher mean scores in social interaction, team effort, and skill as motivation to attend JBL games. Younger spectators tend to want more drama during a JBL game. |
