Effect of the stadium occupancy rate on perceived game quality and visit intention

Published on Apr 27, 2017in International Journal of Sports Marketing & Sponsorship2.938
· DOI :10.1108/IJSMS-05-2017-088
Taeyeon Oh5
Estimated H-index: 5
,
Hojun Sung1
Estimated H-index: 1
,
Kisung Kwon4
Estimated H-index: 4
Sources
Abstract
Purpose The purpose of this paper is to examine the impact of the stadium occupancy rate on television viewers’ game quality perception and stadium visit intention (VI). Design/methodology/approach An experiment was conducted in which two groups were asked to watch video clips of professional soccer games with low- and high-stadium occupancy rates. Findings The results indicate that the higher the stadium occupancy, the higher is perceived game quality and the greater is stadium VI. Originality/value The paper provides useful information on the effect of the stadium occupancy rate on perceived game quality and VI.
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