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This is a Quantitative Study study.

September 24, 2025

Variables Affecting the Spectator Decision to Attend NBA Games

JZJames J. ZhangUniversity of Georgia DPDale C. PeaseHouston Health and Human Services Department SHStanley Sai‐chuen HuiChinese University of Hong Kong

Puntos clave

Game attendance is significantly influenced by four main factors: promotion, home team, opposing team, and schedule convenience.
Survey results from 861 NBA spectators revealed valid constructs in the Spectator Decision Making Inventory (SDMI).
Regression analyses confirmed the SDMI's predictive ability regarding factors influencing spectator attendance at games.
Understanding sociodemographic variables related to attendance can help NBA teams tailor their marketing strategies effectively.

Resumen

This study assessed variables that affect the spectator decision to attend NBA games, which involved the development and use of the Spectator Decision Making Inventory (SDMI). The initial instrument was formulated by identifying 20 decision making variables. Five experts participated in the test of content validity. A random sample of NBA spectators (N = 861) were surveyed. From factor and regression analyses, the SDMI displayed sound measurement qualities. The final version of this instrument included 14 items under four factors: Came Promotion, Home Team, Opposing Team, and Schedule Convenience. The factors were significantly (p < .05) predicative of game attendance. The resolved construct of the SDMI confirmed the categorization suggested by previous researchers. From MANOVA, the SDMI factors were found to be related to several sociodemograph-ic variables (age, economic status, ethnicity, education, occupation), implying that an NBA team should consider the sociodemographic backgrounds of spectators when formulating programs and marketing strategies.

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