Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea

The spread of SARS-CoV-2 has taken a toll on the sports industry worldwide. One key challenges for team managers or marketers is to understand how it affects decision-making process fans. This study examined behind decision fans attend matches at stadiums amid pandemic using theory planned behavior (TPB), which includes moderating roles identification. Responses were obtained from 269 undergraduate and graduate students who had attended match in 2019. Structural equation modeling was performed evaluate three factors: attitude toward attending matches, subjective norm, perceived behavioral control attend. In addition, hierarchical regression analysis conducted test effects findings displayed positive influences attendance intention perspective (a) attitude, (b) norm (c) control. On other hand, identification did not have effect relationships among regarding sport event. These suggest that important grasp role volitional non-volitional processes explain made.