Understanding spectators’ intention to attend sport events: A perspective on perceived value

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Sport events of various scales are becoming increasingly popular in modern society, attracting diverse audiences and offering significant entertainment value. This study aims to explore the factors that influence spectators’ intention to attend the stadium, by extending theory of planned behavior model from the perspective of perceived value. Using a quantitative research approach, the study involved a sample size of 334 spectators surveyed from the 2023 Vietnam Student Football Championship and utilized Smart PLS version 4.0 for data analysis. The results indicated that perceived enjoyment significantly affects both attitude (β = 0.358, p = 0.000) and perceived value (β = 0.712, p = 0.000). Perceived fee negatively affects attitude (β = –0.084, p = 0.025) and perceived value (β = –0.068, p = 0.047). Perceived risk negatively affects attitude (β = –0.130, p = 0.001) but does not significantly affect perceived value. Attitude positively influences intention (β = 0.227, p = 0.000), and perceived value significantly influences both attitude (β = 0.293, p = 0.000) and intention (β = 0.437, p = 0.000). Team identification moderates the relationship between attitude and intention (β = 0.128, p = 0.010). The findings highlight the importance of enhancing perceived value to positively shape spectators’ attitude and intention, thereby increasing attendance at sport events.

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    • Figure 1. Conceptual model
    • Table 1. Respondents’ demographic characteristics
    • Table 2. Measurement items
    • Table 3. Reliability measures for the measurement model
    • Table 4. Assessment of discriminant validity
    • Table 5. Summary of hypothesis testing results
    • Conceptualization
      Trang Quang Le, Thuy Thi Thu Phung
    • Formal Analysis
      Trang Quang Le, Duy Tran Tien Dinh
    • Methodology
      Trang Quang Le, Huong Vo Song Le
    • Project administration
      Trang Quang Le, Thuy Thi Thu Phung
    • Software
      Trang Quang Le, Duy Tran Tien Dinh
    • Supervision
      Trang Quang Le, Thuy Thi Thu Phung
    • Writing – original draft
      Trang Quang Le, Thuy Thi Thu Phung, Huong Vo Song Le
    • Writing – review & editing
      Trang Quang Le, Thuy Thi Thu Phung, Thi Chau Tran, Duy Tran Tien Dinh
    • Data curation
      Huong Vo Song Le, Thi Chau Tran, Duy Tran Tien Dinh
    • Investigation
      Huong Vo Song Le, Thi Chau Tran, Duy Tran Tien Dinh
    • Validation
      Huong Vo Song Le, Thi Chau Tran, Duy Tran Tien Dinh
    • Visualization
      Huong Vo Song Le, Thi Chau Tran, Duy Tran Tien Dinh