Purpose This study examines the relationships among team interest, attendance intention, and perceived constraints across varying levels of fandom using the consumer pathway for sport fandom (CPSF) as a guiding framework. Design/methodology/approach Data were collected from 927 respondents across three US cities with major professional National Basketball Association (NBA) and National Hockey League (NHL) teams using an online survey. Validated single-item measures were employed to assess team interest, attendance intentions, and various external, organizational, and internal constraints. Findings Results supported the CPSF, affirming that fan loyalty progresses through distinct cognitive and affective stages, which led to increasing attendance intention. Regression analyses revealed that constraints differentially influenced attendance intentions across interest levels: early-stage fans were constrained mainly by lack of knowledge, time and team communication, whereas highly loyal fans were more affected by lack of interest from others. Originality/value The findings highlight the importance of segmenting fans by their levels of interest and recognizing the distinct constraints that influence attendance intention across different fan segments, including internal, organizational and external factors. This study offers valuable insights for sport teams and practitioners to develop more targeted strategies that enhance fan engagement and attendance.
Trail et al. (Tue,) studied this question.