Stadium Experience-Behavior Model influenced by the Distance between the Sports Spectator and the Sports Field

• Published in: Japan Journal of Sport Sociology Vol. 31; no. 1; pp. 23 - 38
• Main Author: UEBAYASHI, Isao
• Format: Journal Article
• Language: Japanese
• Published: Japan Society of Sport Sociology 30.03.2023; 日本スポーツ社会学会
• Subjects: Arena; Sports consumer behavior; Sports spectator experience; Stadium; アリーナ; スタジアム; スポーツ消費者行動; スポーツ観戦体験
• ISSN: 0919-2751; 2185-8691
• DOI: 10.5987/jjsss.31-01-06

This paper focuses on the distance between the spectator and the field to discuss the attractiveness of sports spectating and cheering, and examines its relationship with sports consumer behavior. 　Using the Experience-Behavior model of professional baseball stadiums (Uebayashi 2017), compared the influence of three factors of stadium experience on behavioral intention (re-viewing) by calculating the coefficient of determination from the path coefficient while comparing groups by seating segments using simultaneous multiple population analysis. 　In the existing 6 seating segments, there were no significant differences in the model’s factor scores, and showed a characteristic difference in the influence of each factor. 　The distance between the spectator and the field was then examined by setting up an arbitrary seating area and examining the relationship between the seats and the distance between the spectator and the field. The influence of the experience of watching the game (71.35%) on the behavioral intention (re-viewing) became smaller as the distance from the field increased, and decreased to 0% in the seating area more than 90m away from the field. The influence of the group viewing experience (23.72%) and the food and beverage service experience (6.05%) increased. That sports spectators who wanted a sense of presence preferred the front of the entire seating area near the field, while sports spectators who wanted a group spectating experience such as cheering preferred the rear of the entire seating area where they could view the entire stadium.